GRAND RAPIDS, Mich. — Advertising and design agency, Extra Credit Projects (ECP) and client, Gerald R. Ford International Airport (GFIA) posted billboards all over Grand Rapids, Michigan—and encouraged the community to find all the destinations.

In a strategic effort to promote the Airport’s 30+ nonstop destinations, GFIA launched The GRReat Billboard Hunt, a contest for their West Michigan audience to search for billboard locations and take photos of all the destinations they can travel to nonstop from Gerald R. Ford International Airport. The campaign was posted via out of home partner OUTFRONT Media of Grand Rapids.

Using Goosechase, a downloadable mobile app, participants completed missions, earning points to win top prizes, including a flight voucher, limited-edition destination collection apparel, and more.

“We are utilizing traditional media in more nontraditional ways,” said Haley Abbas, marketing and communications manager for the Ford International Airport Authority. “Through this strategy, we’ve combined out of home advertising with a fun and creative interactive experience, connecting with our community while promoting our nonstop flights.”

The contest generated over 2,300 photo submissions of out of home boards. The promotion surrounding the Billboard Hunt also generated more than 150,000 impressions on social media and digital OOH, plus the hundreds of thousands of impressions from the posters themselves.

“We’re always trying to find new ways to twist our media and make it go the extra mile,” said Jackie Foss, Media Director at Extra Credit Projects.

To learn more about The GRReat Billboard Hunt, visit grr.org/jointhehunt. For more information about Extra Credit Projects, contact Rob Jackson at rob@extracreditprojects.com or 616.454.2955.

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