Earth Day is coming to digital billboards and digital signage across the country.
Continuing on ongoing effort to promote the nation’s parks and historic sites, the out-of-home industry launched a digital roadblock across the country today in support of Earth Day.
Today’s Earth Day effort continues the OOH advertising industry’s partnership with the National Park Foundation, the official charity of America’s national parks, to help launch a nationwide public service campaign celebrating the centennial anniversary of the National Park Service next year, according to an announcement from the Outdoor Advertising Association of America.
Iconic images of national parks — such as Everglades National Park and the Statue of Liberty — were featured nationwide throughout the day on donated space on digital billboards, bus shelters and other OOH formats.
Outdoor advertising company Lamar Advertising Co. was among the firms donating space on its digital billboards nationwide for the Find Your Park public service campaign — featuring the imagery on nearly 1,000 of its 2,100-plus digital billboards across the U.S., the company said.
Lamar said it would “highlight photos of landscapes and monuments in hopes of inspiring mass audiences to seek out a park on Earth Day.”
“We’re excited to participate in this industry-wide campaign to increase awareness for the National Park Service,” said Ian Dallimore, director of digital strategy and innovation at Lamar Advertising Co. “The flexible capabilities of our digital out-of-home network allowed us to dynamically display a series of photos, from Mount Rushmore to the Statue of Liberty. In addition, the immediacy of our technology delivered the message across 977 digital displays with ease, reaching audiences across the country on Earth Day.”
In addition to Lamar’s digital billboard space, creative from the Find Your Park PSA campaign will run on advertising displays donated by various out-of-home media companies (such as Vector Media’s double-decker bus screen, above), as part of a national, industry-wide initiative on April 22 coordinated by the Outdoor Advertising Association of America.
The year-plus centennial campaign launched in New York on April 2, starting with a multimedia pitch to young people called “Find Your Park.” The launch included a digital takeover in Times Square and mobile billboards featuring the campaign creative. Mobile billboards also supported “Find Your Park” events in Los Angeles and Washington, D.C. Digital SignageToday
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