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As part of the Air Canada campaign at the Montreal-Trudeau airport, Astral Media Outdoor has developed and produced the largest mural ever undertaken in Canada. Located on the external facade of the airport terminal and even visible from the air, the 166' long mural gives Air Canada a dominant presence among passengers and those accompanying them to and from the airport. The campaign demonstrates the airline's leadership in the Montreal market. Alain Tardy, vice-president media at Marketel, Air Canada's agency-of-record, says, "Through close collaboration with Astral Media Outdoor, we were able to create an advertising environment on a scale never before seen here and whose impact is assured with the 10 million visitors who use the parking lot the airport each year." "This approach has the advantage of effectively communicating our message of choice and the variety of destinations offered, but also of conveying a message of leadership and innovation, two essential characteristics of the Air Canada brand," says Denis Vandal, director of marketing, Air Canada. The horizontal format of the mural, measuring over 50 meters (166') long by nearly 8 meters (25') high, consists of 11 different sections.
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