Visitors to Chicago’s Union Station this past March were immersed in destination images from The Beaches of Fort Myers & Sanibel on Southwest Florida’s Gulf Coast. BVK bought out one-half of all available advertising at the station or 51 percent of the units at the station. Station Domination surrounded travelers with compelling imagery and repeated invitations to visit the destination’s unspoiled island sanctuary. Everywhere they turned, pole wraps, column banners, escalator wraps, stair graphics, clock banners and dioramas beckoned them to visit.
The destination is the first travel entity to buy out the majority of advertising units in Union Station, which encompasses about 9½ city blocks. Using this out-of-the-box out-of-home campaign, BVK established a dominating presence for its client and achieved large advertising reach and exposure in a major target market in a cost-effective manner. The month-long campaign enticed visitation from targeted consumers whom research shows live in the suburbs of Chicago rather than its urban center.
