MEDIA ADVISORY

Billboard ads communicate what is at stake for the Out-of-Home industry and its stakeholders

TORONTO – November 24, 2009:   The Out-of-Home Marketing Association of Canada (OMAC) today launched an outdoor advertising campaign that opposes the new sign by-law and billboard tax being presented at City Council on November 30th, 2009. The advertising creative, developed by Lowe Roche, will be displayed on 139 vertical and horizontal poster billboards throughout the City of Toronto. Astral Media Outdoor, CBS Outdoor and Pattison Outdoor will provide the ad space.

The billboard advertising campaign communicates the following three statements to generate awareness of, and emphasize the implications the proposed tax will have on the outdoor advertising industry and its many dependent stakeholders in Toronto:
• How can the City tax an industry more than it earns?
• The City’s billboard tax. Yet another tax we can’t afford.
• Any tax affects you. Even one on billboards.

The billboard advertisements also feature a website address, www.CityBillboardTax.ca, where the public can learn more about the industry’s position on this issue.

“The new regulations and billboard tax will amount to an effective prohibition on the outdoor advertising industry, but what many people may not realize is that it will also impact other stakeholders including the advertising and marketing community, local charitable groups who benefit from free ad space, and small business owners who earn important rental income from billboard signs,” said Rosanne Caron, President of OMAC. “We feel it is critical to communicate what is truly at stake if the new sign by-law and tax are passed into law.”

OMAC is requesting that City Council defer the sign by-law vote for one month to enable the City sign by-law project team to properly assess the impact of the proposed regulations and billboard tax and reach a workable solution for all stakeholders.

OMAC members represent 90% of the outdoor advertising revenue generated in the City of Toronto which includes industry leaders such as Astral Media Outdoor, CBS Outdoor, the Outdoor Broadcast Network, Pattison Outdoor and Titan Outdoor.

To read OMAC’s position on the City of Toronto’s proposed harmonized sign by-law and billboard tax, visit:
http://www.omaccanada.ca/en/aboutus/government_affairs/default.omac

 
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About OMAC
OMAC (www.omaccanada.ca) is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource
to the industry and increase understanding of out-of-home media.

For more information, please contact:

Alyssa Sotak
Optimum Public Relations
416-967-8114
alyssa.sotak@cossette.com

Rosanne Caron
President, OMAC
416-968-3435 ext. 108
rcaron@omaccanada.ca