Print Action: Casino Rama displays 'big time' ad

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Reflecting its television ad campaign - "we deal excitement, big time" - Casino Rama has installed the largest 3D billboard in the country. With a total area of 5,000 square feet, the ad towers over highway 400 in Southern Ontario at 75 feet. Rama's new billboard can be seen at a distance of 2 kilometers. The enormous outdoor ad features a fire-scorched 3D slot machine called Blazing 7s, which was created by Atomic Props and Effects out of the U.S. The pull arm of the slot is 11 feet long and is topped by a 40-inch ball.

Casino Rama, Ontario's only First Nations commercial casino, called upon Marshall Fenn Communication Ltd. to create the concept design for the billboard. Over a two-week period, the Canadian team at Strategic Outdoors assembled the piece that used 28 tons of steel and more than 150 tons of concrete. Ken Horvat, president of Strategic Outdoor, says the Casino Rama project is the largest project his company has every accomplished.

Light boxes and a vinyl background make up the flat area of the billboard, which measures 40 feet by 112 feet.

"We're very proud to have had the opportunity to have created another Canadian first," said Art Frank, president of Casino Rama, on the unveiling of the 3D billboard, which took four weeks to design, six transport trucks to delivery and four months to construct.