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Our objective was to concept and design a dynamic new billboard in a high traffic area off I-275 in Tampa that would further reinforce the Florida Aquarium’s “Connect With The Sea” brand campaign. So, we came up with a really big idea, creating a custom designed 3-dimensional inflatable prop (of a Sand Tiger Shark), measuring a whopping 33 feet in length by 10 feet tall.
Since the Florida Aquarium is a nonprofit and very budget conscious, we created this compelling, custom-designed 3-dimensional billboard using a cost-effective new inflatable prop technology, instead of a more traditional and much more costly fiberglass structure. It saved the Aquarium nearly $16,000 and enabled them to run a truly eye-catching 3-dimensional billboard in spite of their budget challenges. What’s more, we were able to really “connect” with commuters by creating this captivating 3-D shark that reinforced our brand message and encouraged people to “Connect With The Sea.”
Since this billboard was placed in a very high traffic area on (I-275) in Tampa, we were guaranteed approximately 800,000 impressions per month over the course of a year. We took advantage of its great placement by creating a billboard that people literally could not miss with its enormous 3-dimensional inflatable shark prop, complete with some imposing teeth and a large fin extending above the board, all of which helped to quickly grab commuters’ attention. Working in conjunction with our brand campaign (including print, digital and radio), it has generated lots of buzz. In the process, it has helped to increase attendance and keep the Florida Aquarium top of mind.