One of the many advantages of having multiple properties in a single market is the ability to easily pool your assets and promote your overall brand. And that’s exactly what we did in the aftermath of Superstorm Sandy. Instead of our usual individual property OOH messaging on the Atlantic City Expressway, we staged a regional takeover like no other. Employing all of our assets–both traditional and digital billboards–we rolled out an advertising campaign that communicated our commitment to our team members, our customers, and our community.
Since I live in AC proper, I don’t travel the expressway regularly–only when I’m going to and fro. As I was in NYC this weekend, this morning I was “going fro”. Therefore, I had an opportunity to view the awesome takeover messaging.
Over the last week, we’ve heard about team members’ reactions to said messaging–smiles, tears, and gratitude–to both the creativty and dedication demonstrated by our fantastic marketing team. Add this to all of the relief and recovery efforts and it’s clear to see how one could be overcome with emotion on a simple drive into work. As I traveled into AC today, I had an opportunity to experience it first hand.
This doesn’t adequately capture the impact but, nonetheless, hope you enjoy the sneak peek.
|One of the flips on the digital billboard at the foot of the expressway|