Problem How do you reach an established audience for a known salon that has recently moved? Solution By using out of home (OOH) to get the word out in a local, highly trafficked subway station. Background After moving Pyara Salon, an established business of 10 years to a new location, they wanted a way to con- nect to the patrons that may not have known about the new location. They wanted to create brand aware- ness about the new, larger space. Objective To build brand awareness, specifically in the Cam - bridge market, that Pyara Salon had been serving for over 12 years. Strategy To reach the Cambridge area, station kings and digital screens at Harvard Station were recommended. The station kings are unique displays on the walls that cannot be missed and paired with digit

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