The outdoor ad campaign from direct response marketing firm RadioActive Media says it’s targeting top executives and key decision-makers in a new campaign that spans several terminals and 163 electronic billboards at Los Angeles International Airport (LAX).
The two-week campaign is intended to drive awareness and encourage the use of podcasting and audio marketing, the firm says. It kicked off Monday (Jan. 6) and runs through Jan. 19.
The effort, which aims to demonstrate the effectiveness of integrating audio into brand communication strategies, employs a QR code and RadioActive Media’s proprietary Radio Text Messaging (RTM) technology. “By scanning the QR code or texting the word, ‘Results’ to 511511 which is displayed across LAX’s electronic billboards,” the firm explains, “travelers and airport professionals alike will be introduced to the power of audio marketing on podcast and radio delivering targeted messages directly to the smartphones of decision-makers.”
RadioActive Media Co-Founder Steve Pollak said the timing of the campaign is no accident. “It’s the start of 2025, when many business travelers will be returning from their Winter vacations and heading back to work for the new year,” he says in the announcement. “LAX provides a unique gateway for travelers, especially to Las Vegas,” he said, noting the city was until recently in preparation mode for CES 2025.
RadioActive Media works with such podcasters as Joe Rogan and Theo Von. Past collaborators include Adam Carolla, Thom Hartmann, Howard Stern, and Stephanie Miller. In addition to creating endorsement ads for radio and podcasts, the company also develops original content, such as sponsored audio programs, to connect brands and consumers.
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