Hashtag sweatlag: Delta and Equinox partner in OOH play for passengers to sweat away their jetlag

Delta and Equinox have utilized real-time flight data and digital billboards to encourage passengers to sweat out jetlag. / Lamar Advertising

Lamar Advertising has partnered with Wieden + Kennedy, Clear Channel and other OOH companies in a digital billboard campaign for Delta and Equinox.

The out-of-home companies have contributed in a media buy that uses Delta’s real-time flight data to trigger content on a billboard — considered the first effort of its kind — for a campaign the brands have called #SweatLag. In this campaign, Equinox and Delta have launched a cross-promotional effort to reward passengers on select flights with a free, one-day voucher to use upon arrival.

The campaign began on June 28, with 10 digital billboards in proximity to Los Angeles International Airport (LAX) displaying messages specifically for those who have just arrived from their Delta flights from five international and three domestic cities.

Using technology from FlightAware, the billboard space will populate with flight numbers and cities of origination with encouraging messages to help customers head to Equinox for a gym session to help them “sweat off” their jetlag. Billboard content has been set to change shortly after those selected flights land.

Ian Dallimore, director of digital innovation and sales strategy for Lamar, said: “In leveraging real-time data that will inform the creative seen on the billboards, we will be able to engage specific passengers as they depart LAX in a highly effective and memorable way. We are excited about the opportunity to work in conjunction with Delta, Equinox and our agency partners to bring a truly dynamic out of home campaign to life."

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