Problem How does a retail store best notify its consumer base and the general public about a new store opening? Solution Strategically select OOH formats near the new location to generate buzz and drive awareness of the opening. Background Vera Bradley is a well-known brand within its target demo- graphic. Even though the main focus of the company’s campaigns is informing current Vera Bradley fans of the new brand retail experience, it is always looking to expand the fan base. There were two main challenges for the SanFrancisco cam- paign. The first was that the client wanted to be in close proximity to the malls where the retail stores were opening, limiting the OOH formats that could be utilized. The media agency needed to look for vehicles that could be purchased on a small

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