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OOH PSA Campaign For National Parks Target Millennials

FOR IMMEDIATE RELEASE


Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org


OOH PSA Campaign For National Parks Targets Millennials 
Campaign Creative Revealed Today in Times Square 

New York, NY (April 2, 2015) – The out of home (OOH) advertising industry has partnered with the National Park Foundation, the official charity of America’s national parks, to help launch a nationwide public service campaign celebrating the centennial anniversary of the National Park Service (2016). Part of a multi-faceted two-year public awareness effort encouraging people of all backgrounds, particularly millennials, to discover and reconnect with their public lands, the OOH campaign will help drive awareness and understanding of parks and deepen pubic engagement.

Find Your Park, which kicked off earlier this week, was celebrated today in Times Square and Madison Square Park at official launch events with Secretary of the Interior Sally Jewell, National Park Service Director Jonathan B. Jarvis, and National Park Foundation Interim President Dan Wenk. During the Times Square event, digital billboards displayed arresting images of national parks. Similar creative will be displayed on billboards, bus shelters, and buses across the country through May. Media space has been donated. 

Following the event in Times Square, the National Park Foundation 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.

“Find Your Park invites people to see that a park can be more than a place. It can be a feeling of inspiration. It can be a sense of community. It can foster a deeply personal connection, or provide unparalleled common ground,” said Dan Wenk, interim president of the National Park Foundation. “This extensive OOH effort is invaluable to the Find Your Park movement as it’s sharing this idea with people across the country, in both rural and urban areas.”

Today marks the start of Phase 1 of the OOH public service campaign. In June, the OOH industry will launch Phase 2 with equally visually powerful executions that will juxtapose images of a well-known national park with lesser-known national parks and National Park Service programs, further pushing awareness and understanding of all that the National Park Service is and does. In 2016, Phase 3 OOH creative will focus on celebrating the centennial.

In special recognition of Earth Day, which falls during National Park Week, the OOH industry will launch a national digital roadblock on April 22 featuring the Phase 1 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,” said OAAA President & CEO Nancy Fletcher. “The OOH industry is honored to be a part of this historic campaign and to help all generations find their park.” 

For photos of today’s events in New York and images of all OOH creative, please contact Nicole Hayes at nhayes@oaaa.org or (202) 833-5566. 
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OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit www.oaaa.org.


 

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