If you’re a national brand and you need to ‘own’ the city for a week, how do you do it? It looks like #HuffPost has the answer; dominate by max’ing out on digital-OOH. Which is exactly what the global publisher did this week in Birmingham.
As part of an initiative to build trust between news media and consumers HuffPost relocated their newsroom to Birmingham’s Bull Ring mall (as pictured) inviting Birmingham residents to highlight news stories and issues for HuffPost to investigate and report, using the #HuffPostListens hashtag. Part of this included interviewing key local personalities such as Andy Street, West Midlands Mayor (as pictured below).
To create a sense of event and relevance and prompt engagement HuffPost used all digital OOH formats across Birmingham, as illustrated below. Certainly any commuter, shopper, student or resident couldn’t have failed to know HuffPost was in town!