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Outdoor Media Plan Awards Winners Announced

Outdoor Media Plan Awards Winners Announced


Starcom MediaVest Group Wins National Award


Outdoor Services and Jelly Belly Candy Company Win Local Award



Washington, D.C. April 20, 2004 –The Outdoor Advertising Association of announced the winners of the 2004 Outdoor Media Plan Awards yesterday during the plenary session at the TAB Out of Home Media Conference and Media Expo.



The fifth annual Outdoor Media Plan Awards recognize outdoor media plans that exemplify the synergy between media and creative strategies within a determined budget. “We had a wide variety of categories entered, and picking the winners proved very tough,” stated David Koppelman, chief judge, and vice president and general manager of MacDonald Media. “Winners were chosen based on their strategic use of the Out of Home medium while making sure that the client’s overall objective was being met.”



The National award was won by Starcom MediaVest Group for its campaign for Altoids Strips. The media plan utilized traditional out of home to deliver impressions and non-traditional outdoor advertising, including bar coasters and coffee sleeves, to create buzz about Altoids Strips’ immediacy and potency. “Altoids used a mix of traditional and non-traditional media to reach their trend-defining audience in a targeted and efficient way,” Koppelman stated.



Outdoor Services and Jelly Belly Candy Company were both awarded the Local Outdoor Media Plan for their work for the Jelly Belly Candy Company to support the launch of JBz. To support the new JBz product, a supportive media mix was developed in San Francisco/Bay Area and Sacramento test markets. The outdoor strategy formats included transit shelters, bus posters, bus headlights, and transit posters on the B.A.R.T. to name just a few. Koppelman commented that Jelly Belly ran “a very successful test in two key markets using different media types to surround the consumer at key moments of their day.”



In addition to the National and Local winners, Gold and Silver awards were won by 11 other entries.


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The OAAA is the largest trade association representing the outdoor advertising industry. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of consumers, advertisers and the public. The OAAA’s nearly 1,100 member companies generate more than $5 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $300 million each year. 



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