In an effort to fend off ambush marketing during the 2010 Olympic Games, the Vancouver Olympic Organizing Committee (VANOC) has leased all six of the Squamish Nation digital billboards located in the Lower Mainland and along Highway 99.
"It is part of our obligation to the IOC to ensure that public advertising is managed by the organizing committee to ensure that we don't fall victim to ambush marketing," said VANOC communication director Maureen Douglas.
Starting Tuesday Jan. 19 and running until Sunday March 21, drivers will be able to catch a glimpse of Olympic Games ads and travel information on the 10 by 34 ft. LED billboards.
Douglas said the electronic signs - found near the Ironworkers Memorial Second Narrows Bridge, the Lions Gate Bridge, the Burrard Street Bridge and at the Stawamus Reserve entrance, south of Squamish - will display ticketing and transportation information.
Squamish Nation executive operating officer Toby Baker said members are happy with the marketing partnership with VANOC.
"We're pleased things worked out where they're able to broadcast messages of the event that's fully endorsed by the Four Host [Nations] including the Squamish Nation," he said.
"The Squamish Nation believes the signs are the tools for the means to be able to communicate the nation's support of the Games."
The District of Squamish has jurisdiction over highway signs with its boundaries, and despite reports that requests have been made to remove signs, Mayor Greg Gardner stated the district has not altered any of its sign bylaws. However, he said, discussions regarding Games-time signage bylaw leniency is currently underway.
