INNOVATIVE, NEW SURFACE ADVERTISING COMING TO CHICAGO’S LAKEFRONT
In 2013 AdTraction Media untapped a new revenue stream cultivated for Chicago Park District; Interactive, textured surface advertising introduces new branding opportunities
A first of its kind advertising opportunity is hitting Chicago’s lakefront this summer. The Chicago Park District (CPD) has partnered with Chicago based AdTraction Media to create the first surface advertising plan in the country. AdTraction has created a unique adhesive product that molds to concrete or blacktop and is tested to perform under extreme weather conditions while maintaining his high quality and appearance. The one-of-a-kind advertising reduces visual clutter without commercializing the lakefront.
“AdTraction’s surface advertising is the Chicago Park District’s answer to generating revenue without disturbing the tranquil lakefront,” says Kelly Sheetz, Director of New Business Development for the Chicago Park District. “The money generated by AdTraction advertising will support the CPD’s programs, projects and events.”
“We are proud to develop a new advertising technique for municipalities,” says Jason Addington, Managing Director and Co-Founder of AdTraction.
To achieve Brian Bobb President and Co-Founder states that “We help identify areas of high pedestrian traffic on sidewalks or paths and create a branding opportunity to help generate new revenue streams.”
In addition to the static advertising message, location-based marketers can use AdTraction as an interactive opportunity by synchronizing off-line display advertising and on-line digital mobile media to create a user experience that will drive foot-traffic from the sidewalks into the storefronts, theaters and restaurants. The PD participated in a successful AdTraction pilot program last fall where three surface advertisements were tested along Chicago’s lakefront for six weeks. AdTraction’s appealing signage for Gatorade, Tropicana and Nike were seamlessly integrated into lakefront activities. Walkers, runners and cyclists traversed safely over each test sight. 55 sites have been selected by CPD and AdTraction for 2013 advertising along the 18-mile Lakefront. Each AdTraction spot is adhered to the ground surface for a 28-day run.
