By Kris Mamula | Pittsburgh Business Times
Highmark's new advertising campaign running on one of Lamar Advertising's bus shelters in Pittsburgh.
Lamar Advertising Company's bus shelters have a key role in a Highmark
The downtown Pittsburgh-based health insurer on Thursday unveiled a North Side bus shelter that has been decked out for the football season. The shelter is located between Heinz Field and Carnegie Science Center and here’s the twist: pictures taken at the shelter may appear on a big digital billboard nearby on Reedsdale Street.
“This integrated consumer experience is a small way to show Highmark’s commitment to the community and the amazing fans who live here,” Marketing Vice President Tony Ryzinski said in a prepared statement.
One of Lamar Advertising's bus shelters in Pittsburgh was transformed into a football stadium for Highmark's campaign. Fans who take photos inside the shelter and upload to social media will have a chance to be featured on Lamar's digital billboard outside the stadium.
The cost of the campaign was not released. Also part of the campaign will be a Highmark banner for a light rail car, which serves North Side and will ready for Sunday’s Steelers game at Heinz Field.
During a cold snap last winter, Highmark used warming stations at bus shelters
to promote Community Blue, a low-cost limited network health insurance plan. The warmers were installed at four locations downtown as the mercury plunged below zero.