allaboutoutdoor.com Bureau, New Delhi
The Outdoor Advertising Association of America (OAAA) has recently partnered with National Park Foundation, a charitable organisation of America’s national parks to launch a national public service campaign to celebrate 100 years of the National Park Service in 2016. The OOH campaign that is a part of a two-year awareness campaign that encourages people especially millennials to engage with the public lands.
The campaign christened ‘Find Your Park’ public service has rolled out on Times Square digital billboards including Marriott Marquis and NASDAQ digital billboards among others that displayed images of national parks. Similar creative will be followed on traditional billboards, bus shelters and transit media across the country throughout May on free-of-cost sites.
Post the launch in Times Square, the National Park Foundation has hosted an interactive event in Madison Square Park that connected people digitally to national parks across the country through ‘Find Your Park’ Virtual View Kiosks. Mobile billboards also offered participants a look at the OOH campaign creative.
April 2 was the initiation of the first phase of the outdoor campaign and in June the association will be rolling out the second phase with more visually appealing creatives that will connect images of all well-known national park with lesser-known national parks and National Park Service programs. In 2016, the third phase of the OOH campaign will focus on celebrating the centennial. In special recognition of Earth Day on 22nd of April, the OOH industry will launch a national digital roadblock on that will feature phase one creative on digital OOH formats across the US.
"OOH is the ideal medium to bring visually stunning images of landscapes and monuments to the American people, some of whom are likely learning about their national parks for the first time. The OOH industry is honored to be a part of this historic campaign and to help all generations find their park,” says Nancy Fletcher, President and CEO, OAAA.