TORONTO, June 4, 2013 /CNW Telbec/ - Astral Out-of-Home, in conjunction
with BT/A Advertising, Ad-Dispatch and CN Tower is launching an
augmented reality experience for the CN Tower EdgeWalk. Using the
universal OOH AR App that Astral OOH and Ad-Dispatch launched last year
called IRIS Augmented Reality, this innovative and dynamic campaign
will allow consumers on the streets of Toronto to virtually transport
themselves to the top of the iconic CN Tower and capture the thrill of
A unique and realistic AR experience was created using a 360 degree high
resolution photograph along with computer generated 3D models, giving
the impression of really being there.
"Using transit shelter locations and IRIS Augmented Reality, CN Tower
delivers a taste of the thrills that await visitors", says Debbie
Drutz, Director, Media, Markets & Innovation at Astral OOH. "With a
simple point of the IRIS app from a mobile device, to the transit
shelter poster, you find yourself at the top of the Tower peering over
the infamous EdgeWalk and viewing a 360 degree pan of the entire
While in the app, users also have the option to take pictures of the
view they see and either add it to their camera roll, email it to a
friend or share it socially on Facebook.
Launching June 3rd, the campaign will take place in Toronto until the end of summer on
multiple Astral Out-of-Home Transit Shelters throughout the city.
"This innovative augmented reality experience provides a way to continue
the excitement that EdgeWalk has been generating since it first opened
in 2011," said Lisa Tompkins, Director of Marketing and Communications,
CN Tower. "It's our goal to inspire viewers to visit the CN Tower and
experience EdgeWalk for themselves."
To experience EdgeWalk AR right now, download the IRIS Augmented Reality
application on your smartphone through the Apple Store or Google Play,
launch the app and point your phone at your computer screen on the
Astral Out-of-Home is one of Canada's leading out-of-home advertising companies with more
than 9,500 strategically-placed advertising faces in key markets in
Québec, Ontario, and British Columbia. As a forward-looking company,
Astral Out-of-Home has embarked on a series of green-and-clean
initiatives to reduce its ecological footprint and actively participate
in sustainable development.
Founded in 1961, Astral (TSX: ACM.A ACM.B) is one of Canada's leading media companies. It
operates several media properties—pay and specialty television, radio,
out-of-home advertising and digital media properties—among the most
popular in the country. Astral plays a central role in community life
across the country by offering diverse, rich and vibrant programming
that meets the tastes and needs of consumers and advertisers alike. To
find out more about Astral, go to astral.com.
Defining the Toronto skyline, at a height of 553.33m (1,815 ft., 5
inches) , the CN Tower is Canada's National Tower, an engineering
Wonder and Toronto's must see attraction visited by over 1.5 million
people each year. Toronto's most extreme attraction, EdgeWalk is the
world's highest external walk on a building, a full circle hands-free
walk on a 5 ft (1.5 m) wide ledge encircling the top of the CN Tower's
main pod. 416-868-6937. www.cntower.ca
Image with caption: "CN Tower Edgewalk AR Experience. (CNW Group/Astral Media Inc.)". Image available at: http://photos.newswire.ca/images/download/20130604_C5050_PHOTO_EN_27500.jpg
Image with caption: "CN Tower Edgewalk AR Experience. (CNW Group/Astral Media Inc.)". Image available at: http://photos.newswire.ca/images/download/20130604_C5050_PHOTO_EN_27505.jpg
SOURCE: Astral Media Inc.
For further information:
Advisor, Corporate Communications
Astral Media Inc.
Media and Trade Publications:
Director, Media, Markets & Innovation, Creative Production
Manager of Public Relations