Display Technology
St. John's University rolls out DOOH campaign across Tri-State area
April 13, 2022
"Education That Elevates" is the theme for a multiyear, multimarket, digital-out-of-home branding campaign that aims to raise awareness of St. John's University in New York City and promotes the university across different audiences, according to a company press release.
The ad campaign specifically focuses on residents and visitors to the five boroughs and Long Island as more than 80% of St. John's 193,000-plus alumni reside in the Tri-State region.
Outdoor ad placements are strategically selected to reach travelers where they drive, walk or fly along some of the busiest and most-traveled roads in New York City and at transit hubs that attract commuters from Manhattan, New York to Montauk, New York, and in between.
The campaign includes a mix of advertisements, including a fleet of bus sides from local depots, a wraparound of Hampton Jitney, Long Island Rail Road platform signs, digital and static high-impact billboards at local roadways, and 30-second spots airing on local news and connected television.
Known locally as "New York's Team," the university will leverage prior athletic marketing partnerships ensuring that brand ads will also appear in UBS Arena, the home of the New York Islanders, and at New York City Football Club home games at Yankee Stadium, CitiField and Red Bull Arena.
The indoor/outdoor campaign is complemented by a mobile retargeting extension that expands the impact of the campaign and delivers a unique brand message beyond the initial outdoor impression. This digital addition allows the university to increase its reach and frequency while further diversifying its media mix.
"Our diverse students not only come from around the corner but from around the globe, and they make a world of difference," Simon G. Moller, Ph.D., provost and VP for academic affairs, university distinguished professor and provost endowed chair, said in the release.
