Non-traditional OOH for Carhartt’s NYC Store Opening
- 1 day ago
- 2 min read
Updated: 14 hours ago
One partnership we continue to appreciate is with marketing leadership company and media agency January Digital. When it comes to out of home media, PJX is an extension of their team, and we were thrilled to support them with Carhartt's new store opening in New York City last year.
Media Planner Amber Perkins from the PJX team shares why this campaign was one of her favorites to plan and activate.
Historically, we’ve launched billboard-centric campaigns for Carhartt throughout the US. For the store opening in the Flatiron District in NYC, our team was given the opportunity to explore more unique, non-traditional OOH formats.
The brainstorming process was fun and collaborative, with experiential concepts being discussed. Ultimately, our teams landed on a mix of transit and non-traditional OOH placements that felt authentic to both the brand and the market.
Since this was our first NYC campaign for Carhartt, it felt especially fitting to lean into placements that reflect how people actually move through the city - commuting, walking, and constantly in motion.
The media plan consisted of some guerrilla tactics including sidewalk vinyls and posters that targeted key neighborhoods, reaching New Yorkers traveling by foot, while digital liveboards reached commuters taking the subway.
One of my favorite elements of this campaign was the guerrilla posters - they have a raw, industrial feel that aligns naturally with Carhartt’s identity and really brought the overall vision to life."
Out of home advertising works for the entire marketing funnel. From building brand recognition to driving consumer action, especially when there’s intentionality with media planning. One study shared by the OAAA showed that,
~70% of US adults notice OOH ads on their way to in-store shopping.
Here at PJX Media, we’re happy to work with you or your AOR to effectively plan and launch your next OOH campaign.
Whether you’re wanting to build awareness, announcing new products, or looking to increase foot traffic to retail locations, we’ve got you covered. Reach out to our team today!
