Out-of-home Awareness Campaign

Led the strategy and creative direction for a high-visibility out-of-home awareness campaign spanning billboards and airport media placements.

  • Created: 2025
  • Role: MRA Marketing, External Media Partners
  • Disclaimer: All content displayed in this case study was created during my employment at MRA – The Management Association. The intellectual property and ownership of this content remain with MRA – The Management Association and are used here solely for portfolio and demonstration purposes.

Expanding Brand Visibility

Objective

Elevate brand visibility and expand top-of-funnel awareness through a high-impact out-of-home campaign spanning billboards and airport media placements. The initiative aimed to unify brand presence across high-traffic environments while reinforcing a modernized and cohesive visual identity.

Strategy

  1. Led stakeholder discovery to define campaign objectives, target audiences, geographic focus, and measurable success criteria.

  2. Developed the comprehensive out-of-home awareness strategy, aligning messaging, creative direction, and placement strategy to maximize visibility and brand recall.

  3. Defined the creative framework for large-format environments, establishing clear visual hierarchy and messaging optimized for high-traffic, quick-glance engagement.

  4. Partnered with marketing and external vendors to coordinate media placements, production timelines, and deployment execution.

Execution

Brand Strategy & Campaign Leadership
  • Led campaign vision, positioning, and strategic direction
  • Defined messaging framework and creative standards
  • Ensured alignment between business objectives and campaign execution
Creative Direction & Design Execution
  • Established the campaign’s creative vision, visual hierarchy, and messaging strategy for large-format environments
  • Designed billboard and airport assets optimized for high-traffic, quick-glance engagement
  • Translated brand strategy into impactful out-of-home creative while ensuring clarity, consistency, and brand integrity
  • Prepared and delivered production-ready files, managing specifications and quality control across placements
Media & Implementation Management
  • Collaborated with media partners to align creative with placement strategy
  • Managed vendor communication, production timelines, and launch coordination
  • Ensured on-time execution across multiple physical locations

The Campaign

Strategic Media Placement for Maximum Exposure

To ensure sustained brand visibility, the campaign was deployed across multiple high-impact environments throughout the day.

Billboard Strategy
Two rotations captured peak commuter traffic — morning and evening — reinforcing brand recall at high-frequency travel times.

Airport Strategy
Four placements across key passenger touchpoints — entrance, security, and concourses C and D — positioned the brand in moments of high dwell time and attention.

The result: consistent, large-format brand presence across critical awareness environments.

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