While driving to and from Pittsburgh this past weekend, I noticed several politicians are using a rather innovative form of outdoor advertising: tractor trailer banners. Banners with very few words in large print, normally the candidates name and the office or position they’re running for are donning mountain ridges up 1-79. While this form of outdoor advertising is obviously less expensive than outdoor boards, and builds candidate brand name awareness, what message is it subliminally conveying?
I noticed one candidate’s banners were not the same length as the tractor trailer, leaving the dirty, brown edges of the trailer peeking out and actually appearing to frame the banner. While continuing to drive back to Charleston, I couldn’t help but wonder why so many tractor trailers were empty and available for use to bear campaign signs. What did these trailers used to carry across the state, the region, or the nation? Why aren’t they in use now? Or, playing devil’s advocate, do these empty trailers represent hope for a new manufacturing industry in the Mountain State?
While this method might save a few hundred dollars when compared to outdoor boards, what other messages might is this media "vehicle" be delivering to your constituents? Just food for thought.