OAAA & Geopath Announce 2024 OOH Local Case Study Award Winners

CARLSBAD, CA. – May 2, 2024 – The Out of Home Advertising Association of America (OAAA) and Geopath unveiled the winners of the 9th Annual Local Case Study Awards during OAAA’s 2024 OOH Media Conference held in Carlsbad, CA. Since its inception in 2016, the Local Case Study Awards have recognized outstanding OOH campaigns that drive measurable results for local businesses.

Reflecting the continued evolution of OOH as a strategic marketing tool, this year’s competition attracted dozens of submissions, showcasing the creativity and effectiveness of OOH advertising across the nation. The winning campaigns, spanning diverse industry sectors, leveraged data-driven insights to craft impactful strategies and produce impressive campaign performance.

The coveted Grand Prizes of the 2024 Local Case Study Awards were awarded to  Mark Hobbs from OUTFRONT Media for his work with Icelandair, and Kathy Crowley from Lamar Advertising for her work with The Masonic Grand Lodge of Rhode Island. Both recipients were honored with an all-expenses-paid trip to OAAA’s 2024 OOH Media Conference to accept their awards on stage and share insights about these highly successful campaigns with industry peers.


Icelandair, the national airline of Iceland, aimed to enhance awareness, consideration, and sales among Boston consumers for their “Iceland: Around the Corner Festival.” 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.

The event, which was sold out each day, saw significant interest and engagement generated by the campaign, seeing  substantial organic reach of 493,000 from social media posts, excluding influencers and partners. Tracking efforts revealed 1,781 QR code scans from the OOH creative, indicating a high level of audience engagement and interest in the festival. Overall, the campaign successfully generated buzz and drove attendance to the event, showcasing its effectiveness in promoting cultural experiences and attracting audiences by combining immersive experiences with targeted OOH advertising.

The Masonic Grand Lodge of Rhode Island

The Masonic Grand Lodge of Rhode Island wanted to generate interest from men in the Providence, RI area who might want to become members of their Freemason organization. To maximize reach on a small budget,  they chose billboards due to the low CPM and target audience geographic coverage. They also wanted to be able to measure the effectiveness of using OOH, so they incorporated a unique website in their billboard ad to quantify website visitation.

The Masonic Grand Lodge of Rhode Island reported 516 visits to their designated website page, which was exclusively advertised on their billboard. The CPM for their target audience of Men 18+ was under $5, indicating cost-effectiveness and strong engagement. This outcome underscores the effectiveness of their billboard campaign in driving online traffic and engaging the target demographic

In addition to the Grand Prize winners, five finalists were also recognized:

  •  Howard Marcus  from OUTFRONT Media for The City University of New York 
  •  Courtney Boucher from OUTFRONT Media for Visit Virginia Blue Ridge 
  •  Allie Dickinson from Clear Channel Outdoor for Uncle Nearest Premium Whiskey 
  •  Mandi Smith from Lamar Advertising Company for Kidney4Lizzy  
  •  Michael Joyce from OUTFRONT Media for The Museum of Fine Arts Boston Hokusai Exhibition 

Visit our library of Local Case Studies to see how brands are using OOH to drive impactful results for local businesses.

Modified: 2 weeks