There are few films better than The Godfather at conveying the power of persuasion, and Film London is tapping into the crime classic and other features to persuade productions to shoot in the Southwestern Ontario city. The London Economic Development Corporation, which recently opened a film office to attract productions to the area, is playing with imagery and lines from iconic films in OOH ads like The Godfather, as well as The Shining and Fargo.
The 12-week campaign, “One Stop. For Reel,” includes nine vertical billboards rotating locations and designs every four weeks, as well as three posters at King subway station on the Toronto Transit Commission. “We knew that people might not have long to view these ads, and so we wanted something recognizable that would grab attention,” says Andrew Dodd, manager at Film London. Dodd tells Playback sister publication strategy the campaign is already paying dividends and could lead to more media in the future, as well as expanding the campaign into other municipalities.