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September 2008 - Strategy Magazine
Upfront

Mini-priced minis

by Marija Djukic
page 11

Ad-wrapped Mini Coopers, Mini Cooper Clubmans and Smart cars are now available for rent in Toronto for just $1 per day from Toronto-based CityFlitz, thanks to funds derived from advertising partners including Yahoo! Canada, North by Northeast Film and Music Festival and Global Ryan's Pet Foods.

To kick off the program, CityFlitz showcased a fleet of 12 Yahoo!-branded cars at Toronto's Dundas Square on Aug. 20. The mobile billboards aim to "tell the public that CityFlitz is a unique, low-cost car rental program and a new ad company in Toronto," says Andreas Kotal, president/CEO of CityFlitz.

Youth-targeted advertising was placed in Toronto's Now magazine and on the Edge radio station by Toronto-based Inventa. At the site, the company gave out CityFlitz merchandise, such as magnets shaped like Mini Coopers.

The rate to wrap up a car is $2,300. The fleet can be booked as a stand-alone campaign or to complement other programs. Advertisers can track their branded cars with a GPS system, and have them driven by the CityFlitz team, their own team or members of the public, who agree to travel at least 30 km a day around the GTA for up to a week. The cars come fully insured, gassed up and equipped with Wi-Fi. The company has plans to expand to Vancouver in the near future. www.cityflitz.com

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