Background

Firebrand is a local public relations agency with limited media buying capabilities aiming to enhance its out-of-home (OOH) advertising services. Their client, Emburse, offers a user-friendly expense submittal app designed to simplify and speed up reimbursement processes. As Emburse returned to in-person conferences post-pandemic, they sought to amplify their presence beyond a small booth and typical sponsorship events to maximize visibility and engagement.

Challenge

• Emburse needed innovative OOH advertising solutions to stand out at multiple upcoming conferences in Denver, San Diego, and Pittsburgh.

• The goal was to increase booth traffic and brand awareness without violating event sponsorship agreements or risking removal from conference premises.

• Firebrand had to work within strict event contract parameters while creatively generating memorable activations that complemented Emburse’s messaging.

• Firebrand’s limited prior OOH buying experience required collaborative solution-building to maximize impact in each distinct market.

Solution & Approach

Firebrand developed a multi-faceted, localized OOH and activation strategy tailored to each conference city:

Phase 1: Messaging & Engagement Concept

• Created clear messaging emphasizing Emburse’s core benefit: simplifying expense submission and reimbursement.

• Promoted booth visits through engaging interactions like games and giveaways to incentivize attendee participation.

Phase 2: City-Specific OOH & Activation Tactics

• Denver

• Sponsored a fleet of pedicabs offering free rides to conference attendees presenting event passes, increasing mobility and mindshare.

• Strategically placed 4 digital billboards along key driving routes to the conference center, ensuring repeated brand exposure.

• Timed pedicab activation to coincide with a nearby home Rockies baseball game, capitalizing on increased local foot traffic.

• San Diego

• Sponsored a major portion of the pedicab fleet around the conference area for enhanced visibility and engagement.

• Deployed a street team operating a paletas (ice pop) cart to distribute treats, supporting a local vendor and attracting attendees through sensory engagement.

• Positioned billboards near the airport and major exit routes to catch conference arrivals and departures.

• Pittsburgh

• Installed billboards near pedestrian walkways adjacent to the conference venue to intercept foot traffic.

• Utilized digital billboards at airport locations to target attendees traveling into and out of the city.

Phase 3: Compliance & Coordination

• Ensured all OOH activations were compliant with conference contracts to avoid any disruptions or removals.

• Coordinated timing and placement carefully to maximize effect without overshadowing other sponsors.

Insights and Results

• Emburse’s visibility at conference venues was markedly elevated, with executive stakeholders noting a strong sense of “area takeover” during event periods.

• Booth visits increased substantially, with uplift ranging between 40% and 55% across the Denver, San Diego, and Pittsburgh conferences—even amidst large-scale events.

• The aggressive activations led to some mild feedback from other exhibitors feeling overshadowed, indicating Emburse’s dominant presence in those environments.

• The varied, city-tailored OOH approach proved highly effective, combining physical mobility (pedicabs), sensory engagement (paletas cart), and strategic visual placements (digital and static billboards).

Conclusion

Through a creative, data-informed expansion of OOH tactics and experiential activations, Firebrand helped Emburse dramatically elevate its conference footprint beyond a traditional booth presence. Navigating contractual constraints, each city’s tailored approach leveraged localized insights to engage audiences and drive traffic. The campaign’s success reinforced the value of multi-channel OOH strategies in complementing live event marketing—and positioned Firebrand as a burgeoning OOH partner equipped to deliver impactful growth media solutions for clients like Emburse.