From the streets to the top of the CN Tower - Toronto's Most Extreme Augmented Reality experience!

From the streets to the top of the CN Tower - Toronto's Most Extreme Augmented 
Reality experience! 
TORONTO, June 4, 2013 /CNW Telbec/ - Astral Out-of-Home, in conjunction with 
BT/A Advertising, Ad-Dispatch and CN Tower is launching an augmented reality 
experience for the CN Tower EdgeWalk. Using the universal OOH AR App that 
Astral OOH and Ad-Dispatch launched last year called IRIS Augmented Reality, 
this innovative and dynamic campaign will allow consumers on the streets of 
Toronto to virtually transport themselves to the top of the iconic CN Tower 
and capture the thrill of EdgeWalk. 
A unique and realistic AR experience was created using a 360 degree high 
resolution photograph along with computer generated 3D models, giving the 
impression of really being there. 
"Using transit shelter locations and IRIS Augmented Reality, CN Tower delivers 
a taste of the thrills that await visitors", says Debbie Drutz, Director, 
Media, Markets & Innovation at Astral OOH. "With a simple point of the IRIS 
app from a mobile device, to the transit shelter poster, you find yourself at 
the top of the Tower peering over the infamous EdgeWalk and viewing a 360 
degree pan of the entire cityscape." 
While in the app, users also have the option to take pictures of the view they 
see and either add it to their camera roll, email it to a friend or share it 
socially on Facebook. 
Launching June 3(rd), the campaign will take place in Toronto until the end of 
summer on multiple Astral Out-of-Home Transit Shelters throughout the city. 
"This innovative augmented reality experience provides a way to continue the 
excitement that EdgeWalk has been generating since it first opened in 2011," 
said Lisa Tompkins, Director of Marketing and Communications, CN Tower. "It's 
our goal to inspire viewers to visit the CN Tower and experience EdgeWalk for 
themselves." 
To experience EdgeWalk AR right now, download the IRIS Augmented Reality 
application on your smartphone through the Apple Store or Google Play, launch 
the app and point your phone at your computer screen on the picture above. 
Astral Out-of-Home is one of Canada's leading out-of-home advertising 
companies with more than 9,500 strategically-placed advertising faces in key 
markets in Québec, Ontario, and British Columbia. As a forward-looking 
company, Astral Out-of-Home has embarked on a series of green-and-clean 
initiatives to reduce its ecological footprint and actively participate in 
sustainable development. 
Founded in 1961, Astral (TSX: ACM.A ACM.B) is one of Canada's leading media 
companies. It operates several media properties—pay and specialty 
television, radio, out-of-home advertising and digital media 
properties—among the most popular in the country. Astral plays a central 
role in community life across the country by offering diverse, rich and 
vibrant programming that meets the tastes and needs of consumers and 
advertisers alike. To find out more about Astral, go toastral.com. 
CN Tower
Defining the Toronto skyline, at a height of 553.33m (1,815 ft., 5 inches) , 
the CNTower is Canada's National Tower, an engineering Wonder and Toronto's 
must see attraction visited by over 1.5 million people each year. Toronto's 
most extreme attraction, EdgeWalk is the world's highest external walk on a 
building, a full circle hands-free walk on a 5 ft (1.5 m) wide ledge 
encircling the top of the CN Tower's main pod. 416-868-6937. www.cntower.ca 
Business Media: Olivier Racette Advisor, Corporate Communications Astral Media 
Inc. 514 939-5000 oracette@astral.com 
Media and Trade Publications: Debbie Drutz Director, Media, Markets & 
Innovation, Creative Production Astral Out-of-Home 416924-2494 
ddrutz@astral.com 
Irene Knight Manager of Public Relations CN Tower 416-601-4729 
iknight@cntower.ca 
Image with caption: "CN Tower Edgewalk AR Experience. (CNW Group/Astral Media 
Inc.)". Image available at:  
http://photos.newswire.ca/images/download/20130604_C5050_PHOTO_EN_27500.jpg 
Image with caption: "CN Tower Edgewalk AR Experience. (CNW Group/Astral Media 
Inc.)". Image available at:  
http://photos.newswire.ca/images/download/20130604_C5050_PHOTO_EN_27505.jpg 
SOURCE: Astral Media Inc. 
To view this news release in HTML formatting, please use the following URL: 
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CO: CN Tower
ST: Ontario
NI: ENT TVNEWS RADIO NP  
-0- Jun/04/2013 17:30 GMT
 
 
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