Montréal Museum of Fine Arts Selected as Location for First Outdoor Digital Signage Advertising Test
MONTREAL, CANADA — Astral Out-of-Home has announced that it is testing a new outdoor digital signage advertising prototype in front of the new Claire and Marc Bourgie Pavilion of Québec and Canadian Art at the Montréal Museum of Fine Arts (MMFA). Unveiled at the inauguration of the new building that will also house the Museum’s new 444-seat concert hall, the new column will promote MMFA programming. Astral Out-of-Home’s new prototype will promote numerous upcoming free exhibits and the 120 concerts planned by the MMFA for the 2011-2012 season. Its unique design was created by Michel Dallaire Design Industriel and manufacturing was handled by Groupe Poitras in Québec City.
The digital signage column is equipped with two liquid-crystal displays that feature six alternating messages per minute, broadcast seven days a week by Astral’s state-of-the-art network operations center. The 72-inch high-definition (1920p x 1080p) screens provide unparalleled readability in sunlight thanks to the highest intensity technology currently available on the market.
“Astral Out-of-Home sets itself apart through innovation,” said Luc Sabbatini, President of Astral Out-of-Home. “This new urban column demonstrates once again our willingness to use technology for the benefit of Montréal modernity and facilitate citizen communications in real time.”
“The MMFA is proud to innovate with an outstanding partner such as Astral Out-of-Home and we are thrilled with Michel Dallaire’s design, perfectly integrated with its environment in front of the new pavilion, which is surrounded by a sculpture garden on Du Musée Avenue and Sherbrooke Street,” said Danielle Champagne, Director of Communications and of the MMFA Foundation. “We thank Astral’s technical team who accomplished a brilliant tour de force by delivering this project in record time.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
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