LaTour Media Group and Terres Rouges market their first large canvas, located at Quai Malaquais in Paris

1 - Following its creation and the acquisition of Terres Rouges, LaTour Media Group (LMG) launches its first joint project on a large canvas.

2 - Its 3 entities - Adriver, Seiki and Terres Rouges - will work together to provide advertisers with a large canvas as part of the renovation of the façade of the Hôtel Garsaulan, located on Quai Malaquais in Paris.

3 - LMG will be responsible for marketing advertising space, Terres Rouges for the creation, production and implementation of large-format displays, Adriver for the MOOH partnership with Caocao, and Seiki for audience and performance analysis.

La Tour Media Group (LMG), a communications group made up of Adriver (mobile OOH), Terres Rouges (urban scenography and advertising canvas management) and Seiki (Mobility Intelligence), today announced the launch of its first project involving the marketing of a canvas on the façade of the Hôtel Garsaulan. This first tripartite synergy will leverage the complementary expertise of the three players to offer an artistic and creative outdoor advertising space in the heart of Paris, as well as tailor-made support and services (large-scale canvas and fleet of high-end Caocao vehicles, etc.).

A 136m2 decorative canvas in a strategic location. Located in the 6th arrondissement, near the Quai Malaquais and the Île de la Cité Cité, the Hôtel Garsaulan offers a breathtaking view of the Seine and Paris's historic monuments. Benefiting from high-density premium exposure with over 5 million pedestrian, boat, bus and car passages per month, LaTour Media Group and Terres Rouges aim to offer passers-by a singular experience.

While LMG's teams propose the marketing of the canvas, the technology developed by Seiki will enable advertisers to access audience estimates upstream of the project, in order to reach the most appropriate audience for the given period. Subsequently, the company will monitor campaign performance in real time, while measuring the actual effectiveness of the system put in place. Terres Rouges will then be responsible for the creative design, production and installation of the custom-made backdrop. Its experts will guarantee the use of a virtuous PVC-free canvas (46% biodegradable), whose induction is entirely plant-based and water-based.

Finally, the campaign will be rounded out by Adriver and its range of high-end Caocao vehicles, to complement the large-format billboards on offer. With 49% of ODVs (Occasion De Voir) delivered by Caocao vehicles in the west of Paris, this will enable the campaign to come to life in and around the arrondissement for the duration of the event.

"Since its creation in 2019, Adriver has demonstrated its ability to break codes and transform a sector with a real need for innovation, and is constantly coming up with new ways to convey brands' stories. The launch of this first tripartite project, centered around the décor canvas designed by Terres Rouges, is just the beginning of what LaTour Media Group will be able to do tomorrow," enthuses Hadrien de La Tour, President and Founder of LaTour Media Group and CEO of Adriver.

"Terres Rouges is the undisputed specialist in urban scenography. By joining forces with Adriver and Seiki, we're pushing the boundaries of creativity even further. Our decors, combined with technology, offer advertisers the possibility of targeting their key audiences in the right place, at the right time... and in the most beautiful setting," says Olivier Girardot, CEO of Terres Rouges.