Show Media Outdoor Helps Ray-Ban Roll with 2009 Sundance Festival Taxicab Promo

Ten Park City, Utah Cabs Feature Fully-Wrapped and Branded Ray-Ban Graphics During Film Festival; One Allows Riders to Accept Videotaped “Truth or Dare” Challenge

Bi-coastal outdoor media company Show Media today announced is helping sunglasses maker Ray-Ban, along with Ray-Ban planning agency Vizeum and media buying firm Posterscope NY, stage a unique taxicab promotion during the Sundance Film Festival 2009 in Park City, Utah. During the festival January 15-25, ten taxicabs, completely wrapped in vinyl featuring Ray-Ban graphics, will circulate through the city. In one of the cabs, riders will be able to choose a “truth or dare” that can land them in starring video roles posted on www.ray-ban.com.

“Ray-Ban has been an excellent partner for Show Media in the past. We’re pleased to be supplying the taxicabs for the Ray-Ban 2009 Sundance ‘truth or dare confessionals,’” said John Amato, president of Show Media. “This effort is one more example of Show Media’s continuing emphasis on taxicabs as a totally unique and creative showcase for fresh marketing ideas.”

Filming for the Ray-Ban “Truth or Dare” campaign, conceived by Vizeum, will take place during the first five days of the festival. Footage from the cab will be turned into 30-second videos placed on the Ray-Ban Web site for viewing by the public; site visitors will vote for the best video, and winners of the contest will be flown to the 2010 Sundance Festival free of charge.

Taxicab Innovators

From its principal bases of operations in Los Angeles and New York City, Show Media is using the Park City promotional campaign to expand its presence elsewhere in the U.S. Show Media is known for its innovative use of taxis for unusual advertising concepts; the company is owned by Las Vegas real estate developer and outdoor advertising pioneer Laurence Hallier, who made backlit lexan taxitop displays popular nearly ten years ago.

Since then, Show Media has staged a number of advertising coups. Last summer the outdoor firm partnered with Nike and celebrity boxing promoter Don King to increase interest in the U.S. Open; the company’s mobile taxitop displays had a featured role in a series of videos starring King which were released on YouTube and elsewhere. In one such video, King played himself as a taxi driver who promoted the match-up between Roger Federer and Rafael Nadal to customers entering his vehicle.

More recently, Show Media provided the rolling platforms for a groundbreaking 3D taxicab advertising campaign for apparel giant Levi Strauss & Co. The effort featured three-dimensional displays of an unbuttoned pair of iconic Levi’s® 501® jeans, installed atop 400 taxicabs in New York City.

About Show Media:

Show Media is a diversified outdoor advertising company founded in 1998 by advertising pioneer Laurence Hallier. The company is committed to testing the boundaries of unique and innovative ways to market products such as taxi extensions, full taxi wraps, product sampling, creative 3D and digital graphics as well as European-style scrolling signs. With one of the most experienced and sought after management teams in the industry, Show Media continues to strive to achieve and exceed its customers’ marketing and promotional goals. Show Media is based in Las Vegas, with operations in L.A. and New York City. Visit www.showmedia.com.

Contacts

PRESS CONTACT:
SS|PR
Belinda Banks
609/750-9110
belinda {at} sspr(.)com