Washvertising Launches in Toronto!

New Marketing tactic cleans away the dirt to leave the messageTORONTO, JULY 23, 2008 / A new company, Washvertising Ltd., has commercialized the art form knows as 'Reverse Graffiti'. The process of removing a message, rather than adding one, is done using various techniques, but essentially cleans the desired area of its years of dirt and grime. No chemicals are used and the message is not permanent. Unlike most other forms of graffiti or street art, the only way to remove the message is to clean more of the affected area.

"This is an emerging trend in Europe and the United States, and it was time for someone to start Washvertising in Canada," says Andrew Kinnear, President of Washvertising Ltd.

Kinnear went on to add, "It's sustainable, unobtrusive, and cost effective to deploy, so we're expecting uptake from brands in all consumer categories, and even private clients like theme parks and stadiums."

The company's first campaign was for rock band "The Midway State", signed to record label Remedy Music in Canada and UniversalsInterscope Records for the rest of the world. The street campaign was deployed in Toronto, the bands biggest Canadian market, and consisted of many impressions in the downtown core promoting the release of their debut album "Holes". The Midway State's new album hits stores July 22nd, 2008 in Canada with a fall release in Europe and the United States. The campaign features original artwork as well as a simple call to action for consumers (in this case a txt for free music program and website to visit).

"The best thing about this medium, other then the obvious environmental benefits, is the ability to tap real estate that has been previously unavailable. Why buy a billboard 100' high 1000' away when you can have many tiny billboards at the feet of your consumers. This is going to make a huge impact on many promotion-centric brands in Canada."

Plans are already underway for a deployment in Montreal in the coming month.

For more information and pictures, check out Washvertising.com

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