Objective
The Economist wanted to break its "mould" in the USA with high impact multi-format Out of Home campaigns to deliver a joined-up
and relevant message, to give them genuine penetration.
Strategy
The campaigns had to make the most of the physical features of each city and the lifestyles of its people.
It played on the features of the formats.
All in all, seven different OOH media types were used.
Result
The circulation in the US increased by 12.3% and spontaneous brand awareness among the target audience tripled. The Economist's
reputation for creative and cutting edge advertising was enhanced.
