Received a press release from out-of-home media group, Encompass Outdoor, touting the success of their advertising program on the outside of dry cleaning bags. The bags, millions of them, are distributed throughout major metro areas like New York City and feature full-color ads for advertisers, thereby bringing an out-of-home message into the home.
According to the release from Encompass:
In 2008, Encompass Outdoor introduced eco-friendly, biodegradable dry cleaning bags and accented their first program for Bank of America with branded dry cleaning recycling boxes in each participating location.
The stongest feature of Encompass Outdoor’s dry cleaning bag programs remains the vibrant, 4-color process, magazine quality printing that clients have come to expect. This printing capability offers clients all the flexibility and quality they need to convey their message.
We enjoy creative new approaches to out-of-home advertising – you know, stuff that goes beyond the reach of transit ads or painted sides of buildings. Given the market segmentation/message delivery possibilities of a medium like dry cleaning bags, this may have some real potential.
The assumed impediment to real, measurable success is the dry cleaners themselves and just how much work they’re willing to put into their “message delivery” service beyond getting the right clothes to the right customers.
File this one under: Interesting.
