Lamar Advertising.
From its start as a fledging poster company in the back of an Opera house in 1922, Lamar has grown to be the nation’s largest OOH provider with more than 35,000 billboard faces in 44 states. In 2022, we partnered to create and launch a nationwide campaign to celebrate the out of home media company’s 120th anniversary. Using self-referential and humorous messaging, the designs marked the occasion and highlighted the company’s longevity and commitment to their customers. Fueled by the success of the anniversary messaging, we partnered again for the American Bulletin Board campaign, visually tying Lamar directly to the national industry landscape using iconic, archival advertising imagery that highlighted the brand’s history and impact in the markets it serves.
As the largest and oldest form of advertising, billboards have played a vital role in the industry’s history, amplifying messages and bringing big attention to brands for hundreds of years. Using archival imagery and relevant headline writing this campaign promotes the hardworking history of Lamar Advertising, drawing attention to the product they’ve provided advertisers for the last 120+ years.
Results
The anniversary campaign ran in Q4 2022, resulting in company revenue that was up 1.5% over Q3, and up 8% versus the same time in 2021. The campaign also received positive internal and external recognition, and was awarded multiple industry awards, including OBIE finalist status. In 2024, alongside the brand awareness campaign, Lamar reported more than $2.2 billion in revenue, up 4.6% year over year.
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