PATTISON Outdoor Chosen to Help Increase Milk Consumption in Canada

TORONTO, ONTARIO--(Marketwired - June 25, 2013) -

Editors Note: There is a photo associated with this press release.

OMD Vancouver, the Agency of Record (AOR) for the Strategic Milk Alliance - a group comprised of Alberta Milk, BC Dairy Association, Dairy Farmers of Manitoba, SaskMilk and Dairy Farmer of Canada - have selected PATTISON Outdoor Advertising as its new Out-Of-Home (OOH) media partner. The initial batch of OOH creative will roll out in June, and a second round will anchor the campaign in early fall.

Following a competitive pitch process won over by its impressive national presence and array of quality OOH products, PATTISON has been charged with sharing the creative vision and marketing communications established by OMD Vancouver and DDB Canada - the agency's creative partner. Each edition of the campaign will include Horizontal Posters and Digital Products strategically located across the country, with additional support via Transit products in Edmonton and Toronto. PATTISON's contribution to the scope of this campaign and its inherent strengths are essential, and will give the Milk Alliance unmatched exposure and visibility; a testimony to its power in the OOH industry, and their ability to forge a collaboration with agency partners.

"We're very excited about the undertaking the newly minted Strategic Milk Alliance entrusted us with," said Jason Snider, General Manager of OMD Vancouver. "For the first time in recent memory provincial dairy boards across Canada have partnered to give milk one unified voice, asking teens and adults to reconnect to their childhood and 'Milk Every Moment'. A multimedia campaign was launched on June 10, including billboards strategically placed near and around grocery stores in major Canadian markets for the purpose of reinforcing the campaign theme just prior to shopping."

"By partnering with PATTISON Outdoor Advertising, DDB Canada and OMD Vancouver have the advantage of best-in-breed Out-of-Home products while raising the bar in how effectively it shares the Milk Alliances' message to as many Canadians as possible," said Rob Hunt, Vice President and General Manager, Pacific Region of PATTISON Outdoor Advertising. "This new partnership represents a key milestone in our efforts to provide the most impressive reach and coverage, and ensures OMD utilizes our Out-of-Home media properties to communicate effectively."

The creativity of this campaign is exciting and shows the key factors of success that any marketing venture requires: to set itself apart from others and win over consumers. PATTISON regards this new partnership as an exciting opportunity, and one that will establish a new path for future campaigns and an opportunity for collaboration on interesting challenges.

PATTISON Outdoor is a full service Out-of-Home media company, providing end-to-end campaign support including: planning, management, creative services, production and 24/7 network monitoring.

About Pattison (pattisonoutdoor.com):

Pattison Outdoor Advertising is Canada's largest outdoor, transit and digital advertising company with 25 sales offices coast to coast. Headquartered in Mississauga, Ontario, Pattison Outdoor is a division of The Jim Pattison Group.

To view the photo associated with this press release, please visit the following link: http://www.marketwire.com/library/20130625-MilkAlliance_photo3LRG.jpg.