28 September 2026 edition | Canada / Toronto
TD’s Blue Jays Fan Channel campaign connects regional out-of-home advertising with stories about the people supporting the team. The initiative included TikTok broadcasts during Fan Appreciation Weekend on 26–27 September, with outdoor creative designed to introduce local fans and build interest in the channel.
How outdoor fits into the campaign
LBB’s campaign account, credited to Diamond, describes regional fan portraits, social storytelling and a control-room-style activation at Toronto’s Union Station. Diamond led strategy and creative, with TikTok involved in production and Unison handling paid media.
The weekend broadcast has concluded. The account does not provide a complete outdoor site list, campaign spend or measured results.
Local stories give sponsorship a creative direction
BillboardGuide’s analysis: A sports sponsor needs a reason to appear in the audience’s daily environment. Featuring supporters gives the outdoor execution a subject beyond a logo or fixture reminder. It also creates a potential connection between a person seen on a poster and a longer story encountered elsewhere.
For another advertiser considering this approach, the important creative decision would be which part of a fan’s story belongs outdoors. A portrait, a brief identifying detail and recognisable branding could establish the idea quickly. Longer interviews can then carry the detail that would overwhelm a street-level execution.
The planning challenge is to make every placement understandable on its own. Someone who sees the outdoor advertisement may never watch the broadcast. The execution should still communicate who is speaking, why the brand is involved and what the audience is being invited to do.
A national campaign still needs a local media brief
BillboardGuide’s Toronto outdoor advertising guide provides a starting point for market planning. Buyers should distinguish a campaign’s national ambition from the locations actually booked. Regional relevance needs both a suitable story and a media schedule that reaches the intended community.
A useful sports sponsorship brief would identify the moments it is trying to support: anticipation before an event, journeys toward a venue or continuing engagement afterward. Those roles can call for different creative, timing and formats.
For a comparable campaign, a station activation and surrounding outdoor advertising should have separately defined responsibilities. One might offer participation; the other might introduce the idea to a broader audience. Their budgets and evidence of delivery should remain visible in the plan.
Keep the message simple and the evaluation specific
Before production, use the BillboardGuide creative checklist to review legibility, branding and the proposed call to action. Test the layout in the intended viewing conditions, rather than judging it only on a presentation slide.
Evaluation should also distinguish outdoor delivery, activation participation and social viewing. They describe different behaviours and should not be combined into a single undifferentiated audience total.
For brands preparing their own sponsorship activity, BillboardGuide’s media planning service offers a route to brief an outdoor campaign around the audience, dates and geography. The useful lesson from TD’s approach is to give outdoor a clear storytelling role, then specify how that role will be assessed.
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