The document summarizes an outdoor advertising campaign for Citibank financial advisors. The campaign targeted young professionals in Houston, TX and Bloomington, MN. The ad would appear as a mall directory to appeal to people's confusion about finances. It would be placed in two large malls in each city - the Houston Galleria and Premium Outlets, and the Mall of America and Bloomington Galleria. Pricing was estimated based on a similar ad size at Dallas Airport, ranging from $3,350 to $6,300 for 4 weeks depending on the mall. The total estimated campaign cost is provided in a spreadsheet. Impressions are not included as accurate data was not available from the tool.

1. Lee Ann Wesley
Advertising Campaigns
3/23/22
Final Outdoor Ad Report
Campaign Basics: For this outdoor ad, our client is Citibank, specifically their financial
advisors. Citibank provides advisors that are experts in financial planning in many areas, like
investments and retirement, or whatever the client needs help with. They also provide a personal
experience for their clients and they do not take a one size fits all approach. Our message
objective for this ad was “Citibank financial advisors can help you plan your future.” We were
targeting young professionals using this ad and we were supposed to show them why they should
be investing in their future now and how Citibank can help them do that. Since we were targeting
this group of people, it came with some challenges. Being young and just getting started in the
world makes it seem like you don’t really have to worry about your future. Lots of Gen Z and
Millenials think that there is no rush and they have plenty of time later to invest in their future. It
was key for this ad to show how Citibank can help them now and alleviate confusion about the
finance world. I chose to use borrowed interest in my kiosk/mall directory outdoor ad. I wanted
to appeal to the confusion many people have surrounding finances, so I chose to make my ad into
a mall map. I thought this would be a good connection because people go to the mall map when
they are lost and need guidance, and that’s what Citibank’s advisors provide as well. Also, since
it looks like a mall map, tons of people would probably look at it first thinking it’s a map for that
actual mall. I think using borrowed interest in this way makes the message fit right in and not in
your face.

2. Media Decisions: For this mall ad, I wanted to make sure I was choosing locations with tons of
visitors to gain as many viewers as I could. My DMAs were Houston, TX and Bloomington,
MN. I chose these two locations because there are two very large malls in both places. In
Houston, there is the Houston Galleria, which is the fourth busiest mall in the country. I also
chose an outdoor premium mall in Houston as well, Houston Premium Outlets. Like stated
before, my ad would be along with the mall directory, preferably directly on the other side. For
pricing purposes, I would just have one mall directory chosen for now. Using both of these malls
would garner tons of impressions and lots of people would be consulting the map since there are
so many stores there. This reasoning is also why I chose Bloomington, MN as one of my DMAs.
The busiest mall in the country, The Mall of America, is located there, as well as the
Bloomington Galleria. The Mall of America obviously has very heavy foot traffic and is huge,
which means a lot of people are seeing my ad because they would most likely need to consult a
directory at some point. The Bloomington Galleria is another large and busy mall here, similar to
the Houston Galleria. People of all ages shop at these malls, including millennials/young
professionals. Even though some of the stores could be out of their budget, everyone still likes
strolling around the mall with friends and shopping at their favorite stores. Below are four
pictures showing what the malls look like inside. The first is the Mall of America and the second

3. is the Bloomington Galleria. The third is the Houston Galleria and the fourth are the Houston
Premium Outlets.

4. Cost Scenarios: My
spreadsheet includes the cost to run my ad three times. It was a bit complicated to get the prices
for my ad, though. Since there were no examples of mall kiosks on the Lamar map, I used the
prices of an ad at an airport. I was originally going to get the airport price from the airport closest
to my DMA, but there were no prices at the Minneapolis Airport. Because of this, I still used the
closest airport to Houston that had prices provided, which was the Dallas Airport, but I ended up
using those prices for my Bloomington ads as well. I chose to go with the price for a 6x6 tension
fabric display, because it is the most similar size I could find in the Dallas Airport. The price for
a 4-week placement ranged between $3,350 and $6,300. For the outlets in Houston, I chose to go
with the minimum 4-week rate for this size ad, which was $3,350. I wanted to go with this lower
price since it is the smallest mall of the four. For the Houston and Bloomington Gallerias, I
decided to do the average between the minimum and maximum prices for this size ad. This
ended up being $4,725 for the 4 weeks. Lastly, for the Mall of America, I chose to go with the
high end of the range, which in this case is $6,300 for the 4-week period. I am assuming that the

5. Mall of America would be the most expensive to place an ad in, so that is why I went with that
price. The spreadsheet below shows these prices as well as the total campaign cost. As for
impressions, there was no available option for me to get accurate impressions of my ad, which is
why that data is not provided. The Lamar tool did not display commuter audiences for the Dallas
airport ads, and using the foot traffic of the malls for impressions wouldn’t be very accurate.