Congrats to Mediawest USA for winning Adweek's "Media Plan of the Year for Out of Home" award for Continental Airlines. In a targeted campaign in Manhattan, New York, Mediawest stepped way outside the box to purchase more than 1,600 out-of-home sites (with more than 1,000 copy variations) including:
• Traditional posters and transits
• Elevator screens
• Taxi tops
• Subway wraps
• A Times Square building wrap
• Chinese takeout cartons that read "New daily nonstop service to Beijing" (Our personal favorite — the strategy, not the sweet and sour shrimp)
Post-campaign research found that an impressive 70% of consumers recalled the campaign and an even more impressive 65% were influenced in the decision-making process.
SOURCE: Outdoor Advertising Association of America, Adweek, NOISE
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