Sidewalk Graphics Promote Leafs in Playoffs

"Sidewalk signs offer the advertiser a unique and memorable way to establish and maintain brand presence at the point of customer contact,"

The Leafs fan makes his way through downtown Toronto to the Air Canada Centre. As he walks, he mouths the mantra, "Go, Leafs, Go". It isn't just in his head - it's below his feet - on Scotchprint® Graphics for Sidewalk Signs.

As the Leafs began the playoff season, a unique form of advertising combined with a blatant show of support for a home team, found its way onto the busiest street in Canada. Icon Digital Productions, knowing the technology was available from 3M, and betting on the longevity of the Leafs into the playoffs, approached Cossette Comunications, the advertising agency for Nike, with the idea to promote the Leafs - and Nike, on the sidewalks of Toronto.

"We had to receive official permits from the City of Toronto to install the sidewalk sign graphics," says Brett Blankstein of Icon Digital Productions. Once the approval came, Icon produced and installed the graphics in less than 48 hours - they wanted them on the ground before the next home game. Initially 100 of the 3 x 4 foot signs in two designs -- some featuring Cujo (Curtis Joseph) goalie masks and others with the Leafs logo (both designs feature the words, 'Go Leafs, Go' with the Nike swoosh) were installed beginning at Front Street up to Eglington along Yonge - Canada's busiest street. Some were positioned in front of the Air Canada Centre, some in front of CityTV and still others in front of the Nike store on Cumberland.

The reaction was predictably upbeat. "Almost everyone stopped to take a closer look," says Blankstein. "Intrigued by the inventiveness, city council members, fans, the police department, and the mayor inquired about extras for their homes and offices." Some enthusiastic fans even went so far as to remove the graphics as their own personal Leafs playoff memento.

The Scotchprint® Graphics for Sidewalk Signs are an outdoor pavement application. They are a combination of a base film plus overlaminate. "Sidewalk signs offer the advertiser a unique and memorable way to establish and maintain brand presence at the point of customer contact," says Anthony Carrozzella, marketing manager, 3M Commercial Graphics Division. They also offer Leaf fans yet another way to cheer on their team.