New ad medium goes underground in Canada

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TORONTO--A new company called ParkAd Media Ltd. of Toronto, is launching a new advertising medium beneath the streets of Toronto in the city's underground parking garages. The company is introducing what it calls wayLIGHT advertising, which illuminates the parking garages with advertising panels.

Brad Golden, president of ParkAd, created the ad medium to target professional, urban adults who drive cars. A high-end shopping area in Toronto called Hazelton Lanes will have its garages installed with wayLIGHT by the end of March, followed by the Toronto Eaton Center in June. A national roll-out of the new ad medium will then be undertaken. Public relations for ParkAd is handled by Ashworth Associates Public Relations & Communications of Toronto.

Copyright March 1999, Crain Communications Inc.

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