In the bustling corridors of airports and along sun-drenched highways, outdoor advertising ignites the spark of wanderlust, transforming fleeting glances into lifelong travel memories. Travel brands, airlines, and tourism boards have long harnessed the unmissable power of out-of-home (OOH) campaigns to not only promote destinations but to drive tangible bookings, proving that a well-placed billboard can rival the pull of any digital scroll.
Consider the evolution of OOH from static billboards to dynamic, experiential touchpoints that weave into daily routines. Traditional formats like highway signs and transit ads remain staples, capturing tourists mid-journey when decisions are ripe. Yet, innovation has elevated the game: digital signage at convenience stores, gas pump displays, and even branded coffee sleeves deliver subtle nudges to dreamers sipping their morning brew. Frederick Strebeck, Vice President of Client Partnerships at EMC Outdoor, emphasizes placing ads where audiences live their lives—”a nonchalant way to put your brand in front of them.” This contextual intimacy fosters emotional connections, turning passive viewers into active planners.
Case in point: Visit Seattle’s “I Know A Place” campaign, a masterclass in creative collaboration. Ditching conventional billboards, EMC Outdoor partnered with a full-service agency to deploy a branded treat truck in feeder cities like Dallas, Minneapolis, and Sacramento. Laden with Seattle’s iconic flavors, the mobile activation brought the destination’s essence to urban streets, sparking curiosity and conversations that translated to increased visits. Similarly, Royal Gorge Epic Adventures in Colorado overhauled its fragmented signage network—spanning faded billboards, zipline towers, and flag signs—into a cohesive “One Location” strategy. By mapping every placement, standardizing visuals, and filling visibility gaps along highways 9 and 50, the campaign created a persuasive flow that positioned their adventure hub as the ultimate vacation stop, enticing drivers to detour and book.
Billboards, in particular, excel at real-time persuasion for those already on the move. Positioned near population centers, scenic routes, and attractions, they offer visibility no digital ad can match, reaching tourists in decision-making moments without the risk of being skipped or blocked. Research underscores their influence: more than half of travelers have added destinations to their itineraries after spotting a highway billboard, bus shelter, or airport display. Airlines and tourism boards amplify this with digital out-of-home (DOOH) tactics, leveraging programmatic technology for precision. Proximity targeting activates screens near airports, hotels, and travel agencies, while time-parting tailors messages to peak travel windows. Weather triggers add urgency—imagine a snowy New York digital billboard flashing sunny Aruba visuals or Orlando’s balmy temperatures amid feeder-market chills.
Post-pandemic adaptation has further sharpened OOH’s edge. As foot traffic waned, marketers pivoted to high-traffic zones like grocery stores and walking paths, infusing campaigns with messages of safety and community to build trust. Today, co-op efforts between tourism boards, airlines, and local attractions multiply reach; seasonal promotions spotlight winter escapes or summer road trips, while data-driven creatives swap imagery based on real-time rain or shine. Great Outdoors Colorado (GOCO) exemplified multi-format mastery, using wall signs, transit ads, and more to promote nature connections—from stargazing to kite-flying—driving engagement through aspirational storytelling. Jackson Hole Ski Resort, meanwhile, touted its gravity-defying slopes via bold wall signs in New York and San Francisco, luring East Coast urbanites westward.
The secret to these successes lies in meticulous planning: audience insights dictate placement, bold visuals evoke emotion, and concise calls-to-action spur bookings. Blend Marketing’s Royal Gorge refresh demonstrated this, documenting signs, plotting maps, and layering parent-brand messaging to create seamless persuasion. Alluvit Media echoes the refrain: meet tourists where they transit—airports, highways, downtowns—with engaging OOH that stands out amid the blur.
As travel rebounds, OOH’s tactile, larger-than-life presence continues shaping journeys. From experiential trucks to weather-smart DOOH, these strategies don’t just advertise—they inspire action, filling hotels, flights, and tours by tapping into the universal dream of escape. In a crowded marketing landscape, outdoor advertising remains the bold cartographer of our next adventure.