Three years ago, Earl Adelman of CertifiedLED initiated discussions with Ellery Starlight, who now serves as Chief of the Tsuut’ina Nation, regarding the installation of a premium LED digital advertising display on Starlight family property located on Tsuut’ina Nation land, just south of Calgary.
After developing a trusted working relationship and reaching an agreement that respected the value and expectations surrounding the land, CertifiedLED coordinated the opportunity with nationally-established and respected DOOH (Digital out-of-home) operator Leading Outdoor, controlled by Vance MacDonald Jr., who would own and operate the digital advertising display supplied by CertifiedLED.
The project, which is the largest freestanding LED digital display in Canada, was acquired by Bell Media’s Astral Out-of-Home division and recently it announced the launch of two landmark digital billboards along Calgary’s Ring Road on Starlight family land within the Tsuut’ina Nation.
Together, these billboards form the largest freestanding digital out-of-home installation in Canada.
“From the beginning, the goal was to create a partnership that respected the landowner while delivering a premium digital advertising platform. Working with Vance MacDonald Jr. and Leading Outdoor brought together strong operational expertise with CertifiedLED’s LED technology, creating a partnership that we believe will deliver long-term value for everyone involved,” said Adelman.
He said the project reflects the continued growth of digital out-of-home (DOOH) media across Canada, where premium LED displays are increasingly developed through partnerships between technology providers, operators, and landowners.
“This launch brings another world-class development to the Tsuut’ina Nation and Calgary,” said newly elected Chief Ellery Starlight. “It stands among the high-quality developments our Nation is proud of.”
Michele Erskine
“The landmark installation reflects the continued evolution of Out-of-Home in Canada, and we’re proud to bring this project to life in partnership with the Starlight family and the Tsuut’ina Nation” said Michele Erskine, VP, Out-of-Home. “Calgary is one of the fastest-growing major cities in the country, and investments like this allow us to deliver high-impact platforms for advertisers while also supporting meaningful community and public-interest messaging.”
Located on lands assigned to the Starlight family on the west side of Tsuut’ina Trail (Stoney Trail), the digital billboards offer exceptional visibility along one of Calgary’s busiest transportation corridors. They are located near the entrance of the Shops of Buffalo Run, a 237–square-foot retail development, including the first Costco built on First Nations land.
“We are very pleased to see this project come to life on our land,” said Dr. Bruce Starlight Sr. “It reflects what’s possible when respect for the land, long-term thinking, and trusted partnerships come together, benefiting our Tsuut’ina Nation and the local Calgary marketplace.”
“I’m extremely proud, as a Calgarian of several generations, to see this project come to life in our city,” Macdonald said. “On a personal level, it carries special meaning, reflecting my late father’s passion for out-of-home advertising, his love for Calgary, and his lifelong commitment to delivering best-in-class work.”
In addition to commercial messaging, a portion of the billboard inventory will be dedicated to local and national charities, Starlight community initiatives, and Tsuut’ina Nation messaging.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Entrepreneur. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024, 2025 and 2026.
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