Driving down the strip in Las Vegas, there is an abundance of activity that can grab the eye. Distractions and colorful details are everywhere you look — day or night. The vast majority of these eye catching attractions are advertising messaging in one form or another. But with so many messages crammed into such a small space, how do advertisers ensure their message will be seen?
A hint: bigger is better.
In the past, billboards were the dominant medium for getting an advertising message out to a wide audience. They stood out because they were larger than their surroundings. People saw the message. The idea here is really simple.
However, in a city like Las Vegas, a tall billboard doesn’t stand out particularly well against a sea of similar billboards and other advertising media. Even digital billboards can get lost in a sea of glittering and shimmering lights.
Enter the wallscape.
Instead of erecting a billboard to hoist an advertiser’s message into the air, the idea behind wallscapes is to take an existing structure (like the side of a building) and attach a message that is hundreds of times larger than an average billboard. The effect is as large as the image itself.
Take an advertiser who uses a popular celebrity as a spokesperson. The average tourist in Las Vegas is not likely to give much notice to a small billboard tucked between towering skyscrapers — even if it carries the image of the famous celebrity. But if that celebrity spokesperson’s image is towering over the city as it occupies an entire wing of the Mandalay Bay resort and casino… people will take notice.
It doesn’t take a genius to figure out that if a wallscape provides a viable option for alternative advertising in a crowded city like Las Vegas, it can work even better in just about any metropolitan area or Designated Marketing Area (DMA).
Of course, wallscapes can be much more than a static image. Many successful wallscape advertisements have included intricate, 3-dimentional constructions and messaging that sprawls across multiple surfaces. From cars magically clinging to the side of a skyscraper, hundreds of feet in the air to bright colored paint, seemingly spilled over multiple buildings and even the cars in the parking lot below, these alternative advertisements will catch the eye of any consumer.
And finally, in addition to wallscapes, there are a number of other alternative advertising options to grab the consumer’s attention in a crowded mark