The Museum of Fine Arts, Boston (MFA), is one of the most comprehensive art museums in the world with a renowned collection of nearly 500,000 works ranging from historical masterpieces to contemporary icons. Following their successful “Art for All” rebrand campaign that launched in Fall 2022, the MFA wanted to continue their momentum and create excitement surrounding their new exhibition: “Hokusai: Inspiration and Influence”. Their main challenge, akin to that of their recent rebranding, was conveying MFA Boston as a place for visitors of all ages and backgrounds. Their new Hokusai exhibit provided them an opportunity to embody the principles of diversity and inclusion that they align with, by showcasing a Japanese artist whose works are recognized and interpreted by people of all backgrounds. With Boston being a predominant tourist hub, specifically for cultural and historical enrichment, the MFA needed to make a “big splash”.

The Tennessee Whiskey Trail actually has more visitors than the Kentucky Bourbon Trail, and Uncle Nearest wanted to capitalize on this fact. 

The destination Virginia’s Blue Ridge represents Roanoke and surrounding cities/counties within an hour’s driving radius. A large number of visitors to the region travel from Northern Virginia. The Metro-Mountain mix of Virginia’s Blue Ridge serves as an opportunity to be a major mountain/outdoor adventure travel destination for the residents of Northern Virginia due to proximity while also supplying city amenities such as high-class accommodations, arts & culture, and food & beverage. One challenge the organization faces when advertising to the Northern Virginia/Washington DC market is ensuring the audience is aware of where Virginia’s Blue Ridge is located and the various cities/counties that fall under the “Virginia’s Blue Ridge” designation.

Modified: 2 months

2024 Grand Prize Winner

Icelandair’s “Iceland: Around the Corner Festival”: Icelandair, the national airline of Iceland, aimed to enhance awareness, consideration, and sales among Boston consumers. To achieve this, the airline implemented a strategic 3-day immersive event in Boston, creating an opportunity for attendees to experience the essence of the “Land of Fire and Ice” through exhibits, live music, giveaways, and more. Icelandair collaborated with renowned Icelandic brands like Blue Lagoon Iceland and 66 North to host an award-winning immersive experience. The event, held at The Charles River Speedway in Cambridge, MA, showcased Iceland’s landscapes, culture, cuisine, and unique experiences. Attendees were treated to live music, celebrity photographers, and Icelandic food and drink, making it a memorable “try before you fly” experience.

Modified: 2 months

Target utilized Lamar’s expansive programmatic digital out-of-home (DOOH) network to drive in-store visitation to their newly renovated stores.

Modified: 4 months

Ballast Point, a craft brewery based in San Diego, started out in 1996 as a small group of home brewers looking to make a better beer. Now, with a gold-medal winning Sculpin IPA and other types of beers on its menu, the brewery looked to increase foot traffic in three target areas via an out of home campaign.

Modified: 6 months

Presentation PDF

Modified: 6 months

Presentation PDF

Modified: 6 months