Michael Lee-Chin Crystal transformed into Mount Vesuvius with dramatic
Outdoor video projection is part of ROM marketing campaign from new
agency BT/A Advertising
Spectacle enjoyed at #FNLROM by more than 3000 participants
TORONTO, June 13, 2015 /CNW/ - The Royal Ontario Museum (ROM) introduced
Pompeii: In the Shadow of the Volcano last night with an explosive multi-media show lighting up Bloor Street.
The ROM's iconic Michael Lee-Chin Crystal was transformed by a dramatic
light installation projecting foreboding images of Mount Vesuvius onto
the Museum. The immersive week-long display re-created the experience
of living under the threat of the famed volcano using a series of
increasingly dramatic projections. The spectacle reached its climax
last night at 10:00 pm with the eruption of Mount Vesuvius. A fireworks
display from the roof of the Lee-Chin Crystal and a sound show
coincided with the eruption to make ROM visitors feel as if they were
at the foot of the volcano. More than 3,000 revelers, many dressed in
togas, enjoyed the once-in-a-lifetime event as part of the Pompeii-themed Friday Night Live (FNL) event, presented by Ford of Canada. To
download high resolution images, please visit: https://www.dropbox.com/sh/ecz9i0wp4p16z54/AACqx5enIMOrn0HptuSAxQ2Ka?dl=0
The light installation on the Lee-Chin Crystal is just one part of the Pompeii marketing campaign created in partnership between the ROM's in-house
marketing team and its new agency BT/A Advertising. Other components of
the campaign include comprehensive digital and social campaigns, zone
wraps at Dundas TTC Station, streetcar wraps, activations on the ROM's
plaza, as well as TV, outdoor, transit, digital, radio and print ads.
Signage at Toronto's Billy Bishop Airport and pre-show spots in
Cineplex theatres will debut in July. The campaign features a looming
image of Mount Vesuvius and is in market across the GTA from June 6,
2015 to January 3, 2016. The destruction of Pompeii is one of history's
most storied natural disasters. It is also one of the world's most
significant archaeological sites. The ROM's exhibition features 200
artifacts, many of which have never before travelled outside of Italy.
These include casts of those who perished in Pompeii, some created
using 3-D technology and making their international debut at the ROM.
Visitors will leave the exhibition with a sense of history's relevance
to our lives today and the ongoing impact of natural disasters on our
Full exhibition details and timed tickets are available at http://www.rom.on.ca/pompeii. Visitors this weekend will enjoy a special ROM Big Weekend program overflowing with Pompeii-themed activities for the whole family.
Organized in partnership by the Royal Ontario Museum, Toronto and the
Montreal Museum of Fine Arts, in collaboration with The Superintendence
for the Archaeological Heritage of Naples and The Soprintendenza
Speciale di Pompei, Ercolano e Stabia.
About the ROM
Opened in 1914, Canada's largest museum of natural history and world
cultures has six million objects in its collections and galleries
showcasing art, archaeology and natural science. The ROM is the largest
field research institution in the country, and a world leader in
research areas from biodiversity, palaeontology, and earth sciences to
archaeology, ethnology and visual culture - originating new information
towards a global understanding of historical and modern change in
culture and environment. For 24-hour information in English and French,
please call 416.586.8000 or visit the ROM's web site at www.rom.on.ca. Tickets are available online at www.rom.on.ca.
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SOURCE Royal Ontario Museum
Image with caption: "The ROM's Michael Lee-Chin Crystal transformed into Mount Vesuvius © Scott Ramsay (CNW Group/Royal Ontario Museum)". Image available at: http://photos.newswire.ca/images/download/20150613_C9580_PHOTO_EN_43514.jpg
For further information:
Marnie Peters, AVP PR & Publications
email@example.com, 416 562.1635