Problem How do you keep up momentum for a campaign launch? Solution Use highly localized OOH advertising placements to reach consumers. Background With over 650 locations, Red Lobster is the leader in the casual seafood din- ing category. The brand has been built through the use of national television advertising and highly-recognized signature promotions. For these promotions, Red Lobster typically supports each event launch with aggressive levels of network and spot television. Several weeks into the promo- tion, as television advertisements are scaled back, radio is utilized to help keep customer traffic at near-launch levels. Objective Over time, Red Lobster became concerned with radio’s inability to effectively supplement television. Television levels for the brand were at t

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