Electronic ticketing kiosks debut

Advertisers who want to tie their event marketing efforts to the next big thing now have one more media tool at their disposal. Ticketmaster Canada, the country's largest ticketing company, has teamed up with E.Com Technologies of Newport Beach, Calif. to...

Advertisers who want to tie their event marketing efforts to the next big thing now have one more media tool at their disposal.

Ticketmaster Canada, the country’s largest ticketing company, has teamed up with E.Com Technologies of Newport Beach, Calif. to provide the first electronic ticketing kiosks in Canada.

The pair recently installed four networked kiosks in the North lobby of the Metro Toronto Convention Centre (MTCC). The so-called OnRamp kiosks allow consumers to order, buy (using a credit card or debit card) and print tickets for any MTCC or Ticketmaster event across the country – avoiding the wait for mail delivery, and bypassing long lineups.

The touch screen-operated stands have also been installed in Vancouver Safeway stores and will soon be launched in Loblaws stores across Ontario, says Jon Jenett, chief operating officer of E.Com Technologies.

Equipped with high-definition televisions that project a combination of entertainment and advertising in the form of video clips, television commercials or PowerPoint-type ads, the OnRamp kiosks are generating increasing interest from advertisers, says Jenett. Each unit is addressable so, in the case of the various Loblaws locations, advertisers will be able to target their audience by postal code, he says.

At the MTCC, rates are on a cost-per-thousand basis, measured by the attendance at the MTCC shows. ‘Each person who walks by and sees the ads on the screens counts as an eyeball,’ Jenett says.

Current advertisers include TD Visa, and Vancouver-based software company NexMedia.

Consumers can also buy their tickets online at www.ticketmaster.ca and use the kiosks to print them out later. To combat fraud, the tickets are printed on proprietary Ticketmaster stock and credit card verification is done through Ticketmaster’s credit clearing service.

E.Com and Ticketmaster are also hoping to use the kiosks to offer advertisers some e-commerce options. As the partners envision it, customers would be able to purchase event paraphernalia – including hats, CDs and T-shirts – that could be shipped to the consumer by a third-party fulfillment house.

Ticketmaster Canada’s vice-president of corporate development, Tom Epplett, says there may also be opportunities for couponing.

The OnRamp kiosks have arrived in Canada just as the practice of online ticket buying is really starting to heat up. According to Forrester Research, of the three billion event tickets sold in the U.S. last year, roughly 10% were sold online.

Growth would probably be faster, but for the same old problems on the fulfillment end. Consumers have long been frustrated with having to wait for mail delivery of their tickets, and leery of the ‘will call’ alternative, whereby tickets are held at the venue for pick-up the night of the show. With that in mind, several major ticket companies are attempting to develop home-based ticket-printing systems, which rely on bar code technology.

In the U.S., Ticketmaster is reportedly in a race with Tickets.com and Montreal-based Admission Network to get the print-it-yourself ticket capability into the hands of consumers and venues.

The problem in Canada and elsewhere, according to Epplett, is that the bar code infrastructure is not yet in place – and because it’s costly, is unlikely to be in place for some time.

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.