Lamar Advertising and Partners Launch Data-Powered Digital Outdoor Campaign in Los Angeles for Delta and Equinox


Baton Rouge, LA – July 2, 2018 – Lamar Advertising Company (Nasdaq: LAMR), one of the largest out of home media companies in the world, is teaming up with Wieden+Kennedy, OMA, Clear Channel Outdoor and Wow Media as part of a dynamic digital billboard campaign using real-time flight data to encourage weary international travelers arriving at Los Angeles International Airport (LAX) to “sweat away” their jet lag.

The #SweatLag campaign is a joint initiative of Delta Airlines and Equinox Fitness, where passengers on select flights will receive a free, one-day gym voucher during the flight to use upon arrival. It is the first time real-time flight data is being used to dynamically trigger the creative content on a digital billboard.

Beginning June 28th, digital billboards in proximity to LAX are displaying messages intended specifically for passengers arriving on the most recently landed Delta red-eye flight from one of five international and three domestic cities. Using data from FlightAware, the billboard content will feature the flight number and city of origination, encouraging passengers to use their Equinox voucher to hit the gym and sweat their jet lag away. Billboard content will dynamically change shortly after the selected flights land, as dictated by the data, to reach passengers as they leave the airport.

Real-time flight data from FlightAware will populate the flight number and city of origin on digital billboard creative from eight international and domestic flights, reaching passengers as they leave the airport.

“In leveraging real-time data that will inform the creative seen on the billboards, we will be able to engage specific passengers as they depart LAX in a highly effective and memorable way,” said Ian Dallimore, Director of Digital Innovation and Sales Strategy for Lamar Advertising. “We are excited about the opportunity to work in conjunction with Delta, Equinox and our agency partners to bring a truly dynamic out of home campaign to life.”

The four-week campaign, utilizing a total of 10 digital billboards, will conclude on July 22.

About Lamar Advertising Company
Founded in 1902, Lamar Advertising Company (Nasdaq: LAMR) is one of the largest outdoor advertising companies in the world, with more than 348,000 displays across the United States and Canada. Lamar offers advertisers a variety of billboard, interstate logo, transit and airport advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out of home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States with over 2,800 displays. Please feel free to explore our website or contact us at for additional information.

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