Major brands like HBO’s streaming service and Italy’s national airline turn to out-of-home to raise consumer awareness of major rebranding.
Industry-leading companies know that their success relies upon consumer awareness of their brand elements, from names, logos, slogans, and imagery; because of this, relaunches like this can be hit-or-miss- and advertising plays a crucial role. This is exactly why Max and ITA are levering JCDecaux’s premium advertising networks to promote their new brands.
Entertainment industry heavyweight HBO has renamed their streaming service several times over the years, always maintaining the household acronym front and center. For the first time ever, following the HBO and Discovery merger, this streaming platform has dropped the three letters to be known simply as Max.
Widespread advertising looks to support this new launch, including placements on some of our highest profile digital placements. Creatives tying the new Max identity to some of HBO and Discovery’s most prominent and successful shows and movies appeared across digital screens in New York, Chicago, LAX, MIA, MCO, BOS, DFW, IAH, and all 41 private terminals in our JCDecaux Elite network.
ITA Airlines, formerly known as Alitalia, has taken a slightly different strategy with the promotion of their new identity. Rather than one concentrated advertising period, the beloved Italian national airline has partnered with JCDecaux for several month-long campaigns across NYC over the past year and a half to raise familiarity of the new name.
OOH is a tried-and-true medium for raising brand awareness. Check out our library of case studies for a selection of our brand success stories.