(Produced by Beza Getachew and Aaron Navarro)
Ryerson Athletics is launching a major advertising campaign to promote its national men’s basketball championships.
The Canadian Interuniversity Sport Final 8 Championships will be held at the Mattamy Athletic Centre from March 12 to 15. This is the first time Ryerson is hosting a national championship for any sport, which also makes it the first Toronto university to ever win a bid to host the men’s basketball finals.
On Monday, Feb. 16, promotional posters and banners for the games will begin gracing the platforms of College Station, lampposts on Gould Street and a TTC streetcar. The streetcar, which will alternate between routes on College, King and Dundas streets, will be covered inside and out with CIS graphics for four weeks.
The school hired Toronto advertising agency BT/A to create all the graphics for the tournament in an attempt to elevate the CIS brand and gain more exposure outside the university. The Ryersonian’s original online series, In The Post, chats with the advertising campaign’s lead designer Paul Dhillon about the process of creating the designs.