Frozen DC-3 planes 'landed' in Toronto and Vancouver this week-end as part of a promotional push for CBC's new dramatic series, Arctic Air.
The giant illuminated ice sculptures were delivered by Montreal-based media and marketing firm Newad, and its Experiential Marketing team, as part of a multi-platform campaign to drive viewership and awareness for the new show.
Brand ambassadors sporting Arctic Air airline outfits distributed boarding passes, encouraging passersby to enter a "watch and win" contest for a chance to win one of two trips to Yellowknife (Northwest Territories).
The promotional initiative (about 48 hours long, in the case of the ice sculptures) took place at Toronto's Nathan Phillips Square and Vancouver's Robson Square. The initiative was developed by M2 Universal, in charge of media planning for the CBC series, Lindsey Blake, Newad's Director of Experiential Marketing for Central Canada, described.
Arctic Air is a one-hour adventure series about a maverick airline and the unconventional family who runs it.
Beach, a veteran film and television actor, headlines the new series. Beach, who is a Saulteaux First Nations member will portray series lead Bobby Martel.
Born in Manitoba, Beach began acting in Winnipeg when he was a teenager. He returns to CBC Television with more than 60 TV and film roles to his credit, both in Canada and the US. Among other projects, he has starred in blockbuster films such as John Woo's "Windtalkers", Clint Eastwood's "Flags of our Fathers" and stars alongside Harrison Ford and Daniel Craig in the 2011 film "Cowboys & Aliens". Television credits include "Law & Order: SVU" and the HBO smash "Big Love". Canadian audiences will remember Beach from his role in "North of 60".
"We are so happy to have an actor of Adam's great talent and experience back at CBC," said Kirstine Stewart, Executive Vice-President of English Services for CBC Television. "Adam's indelible passion and accessible, sensitive presence will bring both authenticity and energy to Arctic Air."
The adventure drama was created by Ian Weir and comes from independent production company Omni Film Productions, creator of lifestyle, drama, wellness and documentary programming.
The company was founded by cameraman Rob McLaughlin in 1979; later, Michael Chechik joined the company and it has since grown to include sister operations Water Street Pictures, Water Street Releasing and Omni Post.