OOH: The ever-evolving medium with staying power
by Annette Bourdeau
Fairway puts your ad in their hands
Does your target group frequent cafés while going about their
daily lives? You may want to enlist the services of Fairway Media
Sales. The company provides branded coffee sleeves to a targeted
network of independent and micro-chain cafes across the country.
“We can put your message in front of your target for 30 minutes or
more with no competition,” says Nancy Green, Fairway’s president.
Fairway can even attach samples to coffee sleeves, like mints, gum
or shampoo. The sleeves are clean and small, so consumers can
remove them and take them home to refer to later. Thermo ink
applications reveal the message when hot liquid fills the cup.
Fairway hand-delivers the coffee sleeves to its network of cafes
across the country. “We have one-on-one relationships with the cafes,”
says Green. “They become brand ambassadors for your product.”
Oct 26, 2009
by Chris Daniels
Putting ads on everything from hot-drink cups to escalator handrails,
OOH marketers find that mundane surfaces can have a major impact
Retailers are always looking for new ways to create buzz for store openings. This summer, beauty retailer Sephora did just that to promote the opening of two new locations, one in Vancouver and another in Coquitlam, B.C.
Sephora, through alternative outdoor media firm Fairway Media Sales, partnered with 61 cafés in the areas surrounding the new stores. When customers ordered a hot drink at the grand opening and for six weeks after, they received a message with–or rather, on–their coffee cup.
Media In Canada
May 29, 2009
Second City's coffee sleeve-vertising buzz
by Melita Kuburas
After Erin Peirce, Second City sales and marketing manager, noticed
a colleague's coffee sleeve promoting a local theatre in Toronto
one morning, she found Fairway Media Sales, a Toronto and Vancouver-based
alternative OOH company that works with local shops to place brands
on coffee sleeves.
Currently, Second City is in the midst of a branding campaign on
the “java jackets” of cups distributed throughout the downtown Toronto
core. It's phase two of a three-fleet promo, the last of which will
launch in September as a corporate branding campaign for the holiday
season, says Peirce.
“When I walk through the PATH to get to work, and I see people
carrying the sleeve around - that's successful to me,” Peirce says.
But success can also be measured through the number of redemptions
of a discount UPC promo on the sleeves, she adds, as well as the
fact that the theatre's sales have been steady since last year.
Business in Vancouver
March 27-April 2, 2007
Believe in the Sleeve
Vancouver marketing firm enjoys soaring revenue growth with
coffee cup advertising initiative
here are few places advertisers have
yet to mine to grab your attention.
Now you can add coffee sleeves
and parking lines to the ‘done’ list.
millions of cups
of coffee across
the country with