Shelter approached Out of Home International looking for an Outdoor Advertising solution to encourage individuals or teams of people enter the ultimate endurance event and climb the 920 steps of Tower 42, London.
The Vertical Rush is in its fourth year and has introduced a new relay element for competitors; participants will also be chip-timed to ensure an accurate time is recorded when completing their race. Shelter is eager to increase participation in 2012 and beat the total of over £200,000 raised in 2011. The USP of the event is the adrenaline rush gained in such a short time; most people can make it to Tower 42’s 600 ft. summit in less than fifteen minutes and return to their day as normal.
Starting times for the event are staggered, so city workers could enter the race in their lunch hour and return to work feeling good that they have made a difference to those who are homeless or badly housed across the country.
Out of Home International recommended six-sheet roadside poster advertising across the busiest areas of Central London to target city workers, shoppers, and commuters in the Capital. The tightly targeted campaign runs from the 2nd – 22nd January 2012 and includes a six-sheet poster located at Tower 42 on the roadside of A10, Bishopsgate. Out of Home International used their unique proximity marketing tools to guarantee Shelter’s target audience could engage with the campaign and have the opportunity to scan the QR code incorporated into the artwork.
“We are very pleased with the Roadside six-sheet campaign that Out of Home International has arranged for our Vertical Rush event. They brokered a great price for the campaign and helped us get some key sites close to Tower 42, where we hold our event.
This is Shelter’s biggest event and we rely on it to raise funds and help us to deliver our services throughout the UK to people in desperate housing need.” Sam Davies, Community & Events Manager.
Six-sheet roadside advertising is synonymous with building awareness and targeting specific audiences. The high opportunity to see is advantageous for Shelter as the public have chance to see and absorb the message, location and event details. The use of the QR code will also enable those interested to quickly visit the Vertical Rush website whilst on the move.
“I am extremely pleased to have Shelter as a client of Out of Home International. The partnership has allowed us to extend our Outdoor Advertising portfolio and feature important messages from a proactive and caring charity” Yvonne McCusker, Outdoor Consultant at Out of Home International.