London, UK. June 2023: Talon, the pioneering global independent Out of Home (OOH) media agency, is pleased to announce the promotion of Luke Willbourn to the role of Managing Director-UK. In his new position, Luke will be responsible for the UK business – overseeing client and agency relationships, driving new business opportunities, and leading OOH growth initiatives. This promotion further strengthens Talon’s UK leadership team and reinforces the agency’s commitment to delivering effective, creative, and data-driven OOH communications.

Talon Names Luke Willbourn Managing Director-UK

Luke has worked at Talon for over nine years, and was promoted to Chief Client Officer in 2019, overseeing UK client and agency business. His promotion comes alongside the decision of James Copley to step down from his position as UK CEO and transition to a Founder role. As one of Talon’s co-founders, James has played a pivotal role in transforming the business from a challenger brand in the UK market to a global OOH agency alongside Eric Newnham, Frank Bryant and Barry Cupples.

Luke and James will collaborate closely as Luke leads the UK business, ensuring a seamless transition and continued success. In his position as Founder, James will support Luke and the wider leadership team to drive OOH growth in the UK market and beyond. Their efforts will be overseen by Group CEO Barry Cupples, who supports with strategic guidance and is responsible for Talon’s vision for growth.

Celebrating its tenth year, Talon partners with leading agencies including Omnicom Media Group, Havas, and Stagwell, delivering the most effective, innovative, and creative media solutions for OOH at global, national, and regional levels. Recent acquisitions of Evolve and Novus Media Canda Corp, as well as the appointment of Stewart Easterbrook as Chairman and now Luke’s promotion, have paved the way for continued accelerated growth.

“We are thrilled to promote Luke Willbourn to the role of Managing Director-UK,” said Barry Cupples, Group CEO of Talon. “Luke has been instrumental in driving our business forward with his strategic thinking, dedication to our clients, and commitment to excellence. Together with James’s expertise, Luke’s leadership will further solidify our position as the UK’s market- leading OOH agency.”

Reflecting on his journey, James Copley, Founder, said: “Co-founding Talon ten years ago, my aim was to work with Eric and Frank to build an independent OOH agency, staffed by outstanding talent that thrived on working closely with clients and agency partners. It has been incredibly rewarding to transform that dream into a reality alongside the entire Talon family. Having known and worked with Luke for over 20 years (9 years at Talon), I can confidently say there is no one better suited to lead Talon’s UK team and drive further growth.”

Luke Willbourn, Managing Director – UK, said: “I am excited to assume the role of Managing Director – UK at Talon. As we move forward, my primary focus will be on ensuring client satisfaction, driving agency and industry growth, and prioritising the wellbeing of our talented team. Talon is a pioneering OOH agency and our unwavering commitment to delivering creative, effective, data-driven OOH for our clients remains at the core of our values, and I am eager to lead our team to bring even more big ideas and showcase what’s possible when we think outside.”

Our team had a fantastic time sponsoring and attending the Campaign Tech Awards 2023, surrounded by our industry peers who share our passion for all things creativity, technology and data.

Recognizing Innovation: Honoring Industry Trailblazers and Collaborative Excellence

These awards exist to celebrate and showcase the companies that represent the industry’s trailblazing thinkers, imaginative clients and cutting-edge technology. Championing the collaboration between agencies, brands and the technology communities, and recognising the outstanding work produced together to drive the creative industries forward.

Priding ourselves on our own technology-first approach to Out of Home (OOH), sponsoring these awards was the perfect fit for Talon. Our market leading proprietary AdTech platforms that have revolutionised OOH planning, buying, execution and measurement. Ada, our Data Management Platform enables behavioural audience-based planning and has been proven to deliver better short and longer term brand metrics. Atlas, our intelligent, automated digital OOH buying platform delivers 100% optimised programmatic OOH campaigns that generate more effective outcomes for our clients. And Plato, our in-house planning tool, automates campaign planning and buying for speed and precision.

The world of OOH media is changing fast, and the boundaries are being redrawn – it was incredible to elevate the amazing work being powered by technology across the wider media industry.

2023 winners list here. 

 

CPG brands have consistently been among the dominant advertisers in OOH and many are at the forefront of tapping into the expanded digital and enhanced creative capabilities to drive full-funnel brand goals. Dan Dawson, Grand Visual’s Chief Creative Officer was a featured speaker at the DPAA’s The CPG DOOH 3.0 event on the “Cheers to DOOH Success: Insights into Adult Beverage and Beyond” panel.

Dan was joined by Jessica Chappell, Senior Vice President, Managing Director of Digital & OOH, Evergreen Trading, and Michael Burgi, Senior Editor, Media Buying and Planning, Digiday, served as the moderator. Together, they delved into the creative and strategic intricacies of DOOH advertising in the adult beverage industry, offering valuable insights into award-winning campaigns.

Key quotes and takeaways

OOH’s Appeal for Alcohol Brands 

“Brand fame is something that OOH offers more than any other channel — as the campaigns on billboards are what everyone remembers. This is what OOH does really well and that’s why this is a perfect marriage between OOH and the adult beverage sector.” – Dan Dawson

“Digital OOH allows our beverage clients to be more nimble and really be in the right place at the right time — and to be precise in building their media plans. It adds to the fame and allows us to be hyper-targeted, particularly if a budget is limited.” – Jessica Chappell

“Digital OOH is the perfect playground for adult beverage brands. As we’ve become more digitized, we can highly target specific adult audiences and drive mass awareness. Most adult beverage brands are seeking to shout their message on either a product benefit, a moment in time or a moment that matters and OOH is perfect for this.” – Dan Dawson

Building Emotional Connections Through Dynamic DOOH Creative

“It’s about the moments that matter and those moments could be anything related to cultural events, the weather or even delays on the subway. It could be anything that we can use as a piece of live data to tap into the emotional relevance to an audience at a given time.” – Dan Dawson

“The OOH medium has evolved tremendously over the last 10 years. Our clients are always seeking guidance on the creative principles — what they should and shouldn’t do and say. And we’re always striving and pushing our clients to be original and think about how to differentiate their brand from competitors. Be original in thinking, be creative, be tactical — and embracing hyper-relevant and timely tactics is key to capturing the moment and maximizing impact.” – Dan Dawson

“Emotion is key. When we can make people feel something, they will do something. And that runs through all of our advertising. We work hard to make people feel something, whether it’s joy, humor, or even cry. Leveraging the power of emotional advertising gets the story out — to inspire meaningful engagement.” – Dan Dawson

Case Studies for Driving OOH Success

“For our client, Tincup Whiskey (a Proximo brand), they’ve always had this affinity with the great outdoors and we helped them coin the line — the spirit of adventure is the whiskey that you open after you’ve climbed the mountain or been out on that hike or that bike ride.” – Dan Dawson

“Tincup wanted to celebrate the moment of wins. We created a powerful Tincup campaign centered on their Colorado Avalanche sponsorship, coinciding with their Stanley Cup victory – an incredible achievement. We launched an engaging countdown to the home games at downtown Denver’s Ball Arena. As each game unfolded, live stories were broadcasted, and our OOH screens in the vicinity dynamically updated with the latest results. This was an innovative and smart example of a dynamic campaign.” – Dan Dawson

“For a champagne brand or sparkling wine, we focus on aligning with market events. In the summer, we consider messages tailored for the Hamptons or Jersey Shore to achieve contextual alignment and deliver a specific impact. Ensuring contextual alignment not only resonates deeply with consumers but also keeps the brand at the forefront of their minds.” – Jessica Chappell

 

 

 

 

Stewart Easterbrook Appointed Chairman of Talon for Global Growth

Talon, the independent global Out of Home (OOH) media agency, has appointed Stewart Easterbrook as its new Chairman. Easterbrook brings extensive experience in media strategy and will lead Talon’s board in driving international growth and technological development.

Easterbrook’s appointment comes on the heels of a successful period for Talon, highlighted by the recent acquisition of Evolve, a rapidly growing independent specialist OOH business, and the acquisition of Novus Media Canada Corp, bolstering its growth in this market and giving global access to its best-in-class buying, planning, creativity and industry-leading technology platforms. As Talon celebrates its tenth anniversary this year, the company has expanded its reach with new office openings in Asia-Pacific and the Middle East, as well as securing new investment from Equistone Partners Europe, providing capital to continue its global expansion and technical innovation.

Easterbrook is a seasoned advisor to multiple omnichannel companies in media, data analytics and technology. Since 2014 he has worked with MiQ the leading global analytics technology and programmatic media specialist. Serving as Chairman for seven years before transitioning to an advisory role in 2022, he played a key role for MiQ, successfully attracting significant private equity investments.

In addition to his role at Talon, Easterbrook serves as Chairman of Medialab Group, an award-winning agency specialising in data, digital and media planning. He is also a board member of Instrumental, the world’s leading online music talent discovery and management business, and a member of the management team that launched Content Inc., a specialist content marketing company.

Prior to this Easterbrook spent 17 years at Publicis Groupe in various senior management roles, including a five-year term as CEO of Starcom MediaVest Group UK. He later assumed the role of Executive Director of Digital Development, overseeing growth and innovation across SMG’s key European markets.

Barry Cupples, Group CEO:Talon, said: “Stewart is an extremely impressive business leader, with decades of experience guiding global media companies through expansion and transformational change. We are very proud to have him join the team at Talon at such a pivotal time, following the recent acquisitions and Talon’s commitment to both building upon this success and advancing our technological capabilities for the future. Stewart will play a vital role as we continue Talon’s ambitious growth plans.

Stewart Easterbook, Chairman:Talon, said: “Talon is an incredible business that is reshaping the OOH industry – in a short span of 10 years it has achieved great heights in terms of funding, global expansion as well as technological advancement, which is evident in its collaborations with iconic brands and media businesses. I am thrilled to be on the board and working with an exceptional team to spearhead Talon’s ongoing development and growth, positioning the company at the forefront of driving the OOH industry forward.”

Trailblazing Talon Trio: Media Week’s 30 Under 30 Winners 2023

Talon is thrilled to announce that three trailblazing individuals from our team have been recognized as winners in Media Week’s prestigious 30 Under 30 list for 2023.
Asia Wray, Nicola Fox, and Dilki Weerakoon have been recognised for their outstanding talent, innovative thinking and dedication to transforming Out of Home. This acknowledgement not only highlights their exceptional contributions but also underscores the collective spirit of creativity, technology, and data that drives us at Talon.

Nicola Fox (29), Head of Programmatic, Talon

Prior to joining Talon, Nicola Fox spent seven years in outdoor sales at JCDecaux, progressing to become the youngest-ever associate director. She joined Talon in 2022 as business director (product and data) and was promoted to head of programmatic in April 2023.

At Talon, she has identified knowledge gaps internally and externally, which were preventing the business from capitalising on the growth opportunity that programmatic OOH (PrOOH) presents. Using her previous sales experience and newfound product knowledge, she has bridged those gaps, running a six-week masterclass for the data team, showcasing how insights can fuel compelling narratives to clients. This was followed by an all-company education week written and hosted by Fox and her team, upskilling planners on programmatic OOH opportunities.

Outside of her day job, Fox is a founding member and sits on the organising committee of PrOOH Practitioners, a network of global PrOOH stakeholders working together to grow the medium.

Judges said Fox “has a strategically very important role in programmatic OOH and it is great to see how she’s leaned into it and taken people on the journey with her”.

Asia Wray (29), Client Director, Talon

OOH is a medium close to Asia Wray’s heart. At Talon, alongside her day-to-day client director responsibilities, she regularly showcases OOH from an educational point of view, taking ownership of quarterly planning inductions and discussing the complexities of planning and creative opportunities with new starters. Wray has also instigated actionable steps to ensure the agency is more inclusive, feeding into wider company objectives. She is the Race and Diversity champion within Belong, Talon’s DE&I committee. Her work championing DE&I has fed into wider business performance targets and she has been the dynamic force behind Talon’s partnership with MEFA. Wray curated and led the first MEFA Inspiration Day, hosted in November 2022 – a collaboration between Talon, Clear Channel and MEFA.

In the next 12 months, Wray intends to work on further new business pitches and help Talon reach its diversity targets.
Judges said Wray is “delivering exceptional work at Talon and pushing the boundaries of her role, championing DEI”.

Dilki Weerakoon (29), Client Development Director, Talon

Dilki Weerakoon was recently promoted to spearhead Talon’s UK New Business division, as the agency’s first client development director. Despite only being in this role for a year, she has been instrumental in landing 23 new business wins in the form of 11 agencies and 12 direct clients.
As well as driving forward OOH, Weerakoon’s responsibilities also extend beyond the UK, with Weerakoon working with Talon’s US offices to replicate strategies internationally, where she has identified huge opportunities for growth over the next 12 months. She will be coordinating international teams, implementing global processes and facilitating the sharing of best-in-class work across markets to ensure continued success for clients across Talon.

Weerakooon has also increased her external profile as a BAME woman, representing OOH at industry events. Judges said Weerakoon is “seeking opportunities externally through different initiatives and organisations” and had enjoyed “a great journey, becoming a great role model”.

A company built on people with big ideas

Talon is a company built on people with big ideas. Our Media Week 30 Under 30 winners —Asia Wray, Nicola Fox, and Dilki Weerakoon—exemplify the spirit of creativity and innovation that drives the business forward to re-imagine the possibilities of what Out of Home can be.

Visit Campaign for more information on Media Week’s 30 Under 30 and to see the full winners list.

Strategic Partnership to Fuel Groundbreaking OOH Creative Ideas for Agencies & Brands

Grand Visual and Whisk: A Dynamic Partnership in Advertising

New York – May 17, 2023 –Talon, the pioneering global independent Out of Home (OOH) agency, today announced an innovative partnership between Grand Visual, Talon’s creative OOH agency, and Whisk, the leading online emerging media platform. This collaboration marks a significant milestone in the OOH industry, enabling brands to revolutionize their advertising strategies and deliver ground-breaking, innovative, and impactful campaigns.

In today’s dynamic business landscape, brands are seeking advanced solutions to gain a deeper understanding of their audiences and deliver compelling advertising experiences that cut through the noise and supercharge ROI. The partnership between Grand Visual and Whisk addresses those exact needs.

Founded in 2019, Whisk has pioneered a cutting-edge AdTech platform that curates the best next-generation media channels and produces never-done-before ideas, enabling advertisers to diversify budgets and create innovative campaigns that align with their brand briefs. Grand Visual, Talon’s award-winning OOH creative services arm, brings extensive creative expertise to the partnership.

Grand Visual will now leverage its expertise to power Whisk’s OOH and experiential campaigns, pushing the boundaries of the medium and unlocking a new realm of possibilities. By combining their strengths, the partnership will deliver immersive, experiential, and unmissable concepts that guarantee unprecedented impact and results for advertisers. Together, Grand Visual and Whisk are reshaping the landscape of advertising, providing brands with unparalleled campaign experiences.

As audiences increasingly diversify their attention across multiple media platforms, Whisk fills a critical demand from brands to embed media diversification early into the campaign development process, and allocate their ad spend effectively and efficiently into channels, like OOH. Among all advertising mediums, OOH advertising stands out as the most effective in capturing consumer attention. According to a recent survey conducted by the OAAA and Morning Consult, an overwhelming 88% of adults notice OOH ads, with nearly 80% of those viewers inspired to take action.

Amy Still, Founder and CEO of Whisk, added, “The rapid pace of change in the OOH sector presents immense opportunities for brands to be innovative and make a lasting impact in their media plans. Partnering with Talon’s Grand Visual allows Whisk to offer our customers the most advanced solutions in OOH and experiential advertising worldwide.”

Commenting on the partnership, Jay Young, Chief Client Officer of Grand Visual, said: “We are excited to partner with Whisk and to be able to offer brands even more powerful creativity in OOH to help them reach their target audiences. The combination of our creative expertise and Whisk’s innovative technology platform is a game-changer for the industry.”

Barry Cupples, Group CEO of Talon, added: “I am excited to see this partnership between Grand Visual and Whisk. By combining our respective strengths, we’ll be able to provide advertisers with a truly unique and effective approach to OOH advertising. This partnership demonstrates Talon’s commitment to driving innovation in the OOH space and delivering measurable value for our clients.”

The partnership between Grand Visual and Whisk marks a pivotal moment in the OOH advertising industry. With a shared commitment to innovation, personalized messaging, and creating significant campaign impact which resonates with audiences and reaches consumers in a meaningful way in the physical world.

 

 

 

 

More creative, effective, measurable and sustainable than ever before. That’s our promise. In an ever-changing industry, Talon have always prided ourselves on being the changemakers, the trailblazers, the provocateurs and the pioneers.

A Decade of Innovation: Talon’s Journey Through the Years

It’s hard to believe that it’s already been ten years since Talon was founded, but here we are, commemorating our milestone anniversary.  

Throughout the years, we’ve overcome obstacles, expanded our reach, and stayed true to our core values. Join us as we reflect on the journey of a company built on people with big ideas and explore our history in the OOH industry.

2013 

Back in 2013, Eric, James, Frank, Steve and Yvonne set out to revolutionise the world of OOH advertising. With the acquisition from Ptarmigan and the guidance of Nick Jarman, their unwavering determination and shared passion laid the groundwork for what would soon become the Talon that we know today. 

This unique approach soon caught the attention of industry giants such as AMS, JAA and Omnicom, who jumped on board for the adventure. Joining our growing family, Andy Tilley joined our ranks, bringing a wealth of expertise and creativity.

That same year, PS4 took over the iconic OXO tower with an innovative and game-changing campaign and Eric took home the Serial Entrepeneur of the Year award. These initial triumphs marked only the dawn of an extraordinary journey, hinting at the remarkable achievements that lay ahead… 

2014 

Our family expanded even further with the addition of Adrian Skelton, whose arrival brought new perspectives and expertise to the team. As our family grew, so did our collection of accolades. We proudly received prestigious Cannes Lions awards for our groundbreaking campaigns with renowned brands such as Pepsi MAX, Google, and Walkers.

These accolades not only celebrated our creativity and innovation but also reinforced our commitment to delivering exceptional results for our clients. With each honor received, we were inspired to push boundaries further and raise the bar higher, knowing that our journey was only gaining momentum. 

2015 

Rathbone Place became the new heart of our operations, providing a home for our growing team. During this time, our creativity soared to new heights as we orchestrated a campaign for Oreo that eclipsed the phenomenon of an actual eclipse, captivating audiences worldwide.

Our dedication and success did not go unnoticed, as we were honoured by the Sunday Times with two remarkable distinctions: 3rd fastest-growing company and top 10 best small companies to work for, emphasising our dedication to fostering a supportive and empowering work environment.  

Our impact extended beyond the industry, with LSE acknowledging our role in inspiring Britain’s entrepreneurial spirit. As a testament to our professional standards, we also earned an accreditation from the CICM. 

2016 

In our third year of operations, Ghostbusters unleashed its supernatural prowess and dominated Waterloo, capturing the imaginations of all who encountered it.

Our ingenuity and dedication earned us double recognition from the CICM and the Sunday Times officially ranked us as a Best Small Company to Work For, a distinction that still fills us with immense pride. We are incredibly proud of these achievements and remain committed to cultivating a company culture that empowers and inspires our exceptional team, clients and partners. 

2017 

With the launch of Talon America, we expanded our footprint across the globe, unlocking new opportunities for growth and innovation. Investment from Mayfair fueled our expansion further, and  Specsavers’ nimble response to the Oscars blunder demonstrated the ability of OOH to quickly capitalise on cultural moments.

However, amidst the excitement, we also bid farewell to Steve and Yvonne, whose invaluable contributions aided our growth. That same year, Grant Murray joined the team as CFO, bringing with him a wealth of financial expertise. In recognition of his outstanding accomplishments, Eric was honored as a WOO Hall of Famer, cementing his legacy in the industry. 

Unforgettably, McDonald’s transformed the iconic IMAX into a Big Mac and a live stream of farm animals for Waitrose earned us a prestigious Cannes Lions award. Award-winning agency Goodstuff joined us for the journey.

2018 

In 2018, we became “Smarter as Standard,” with our commitment to intelligent planning becoming an integral part of our company’s ethos. Industry giants Havas jumped on board for the adventure, and we welcomed Grandesign to our ever-growing family. Additionally, we welcomed Josko Grljevic as Chief Transformation Officer and Barry Cupples as Group CEO, whose valuable expertise and leadership would guide us towards new heights. 

2019 

Moving on to 2019, Talon turned six, and it was a year of new beginnings. We witnessed the birth of Ada, Plato, and Talon International, exciting developments to our family and the wider industry. Grand Visual joined our ranks, enhancing our creative capabilities for digital OOH.

The success of Dracula captivated audiences both day and night and Talon launched in Germany under the leadership of Managing Director Winnie Karst. 

2020 

A challenging year no one will forget, the industry made a positive impact by joining us in Sending Love around the globe. Jim Wilson joined us as US CEO, contributing his expertise to our expanding operations.

Our new DSP, Atlas, revolutionized the programmatic landscape, reshaping the way we approach advertising – taking “Smarter as Standard” to a whole new level. 

2021 

In 2021, our hard work and dedication to excellence was recognized with an IPA accreditation, highlighting our commitment to industry best practices. 

We also forged new partnerships with BambOOH, Buntin and Stagwell, as well as the formation of Talon Ireland, led by Andrew Sinclair, which extended our footprint further. 

2022 

Last year, we expanded our reach into APAC and MENA, with Melanie Lindquist and Chadi Farhat leading the way, and secured investment from Equistone Partners Europe to further propell our growth.

The union of Grand Visual and Creative Solutions showcased our commitment to providing comprehensive and innovative solutions. We also joined the IPA Climate Action Charter, underlining our dedication to sustainability. And with the world of Out of Home media changing fast and boundaries being redrawn, it was time for a change… It was time to think outside! 

2023 

Finally, we arrive at 2023, the year Talon turns ten. This milestone year began with the exciting additions of Novus and Evolve, welcoming Debbie, Robin, Danielle, and their talented teams to our family. We also extend a warm Talon welcome to PepsiCo, The Kite Factory, Golley Slater, and Hyperoptic, as they join our esteemed client roster.  

As we celebrate our journey so far and anticipate the next ten years, we aspire to be the independent agency of choice, providing a pioneering global platform for brands to connect with audiences in the outside world. Reimagining the industry to deliver greater value for our clients whilst inspiring people and caring for our planet – it all begins with thinking outside.

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London 11th May: The Kite Factory has appointed award winning, independent Out of Home agency Talon as its OOH partner following a competitive review.

The partnership between the two thriving independent agencies means supercharging The Kite Factory’s media planning and buying with Talon’s industry-leading data-driven technology solutions at global, national and regional levels, to deliver innovation with effectiveness at the heart. 

Announcing the appointment, Anthony Abou-Zeid, Head of Client Services, The Kite Factory, said that as a proud independent agency, it was crucial that partners share in their commitment to delivering ground-breaking work for their clients. 

He said: “Over the last three years, we have focused on evolving our heart, art and science proposition which is driven by creativity, innovation and effectiveness. Throughout the pitch process, it was clear that Talon’s values were totally aligned to ours. 

“They challenged our thinking, demonstrated true innovation and thought leadership and importantly, they clearly drive a culture of effectiveness throughout the entire business. Their team  showed a lot of passion and enthusiasm to work on our business and for us, that was something that really stood out.” 

Luke Willbourn, Chief Client Officer, Talon, said: “The Kite Factory is known for its unique approach in delivering for clients and Talon is delighted to have been chosen as their OOH partner. They are an impressive team and we look forward to working together and harnessing Talon’s data- fuelled technology with capabilities for audience targeting, creativity and measurement to deliver brilliant client solutions.”   

Conclusion

Recently celebrating its tenth anniversary, this announcement follows another incredibly successful period for Talon: opening new offices in Asia-Pacific and the Middle East, securing new investment from Equistone Partners Europe and  strengthening its global presence with the recent acquisitions of Novus Media Canada Corp and Evolve.  

Tourism is returning to pre-pandemic levels and travel is leading the way as a top-spending advertising category so far this year. By leaning into data, technology, and creativity, destination marketers are building effective cross-channel campaigns that reach consumers throughout daily journeys, bringing captivating travel experiences to life that prompt consumer action.

Earlier this month, Talon US CEO, Jim Wilson moderated a panel, Data-Driven Omnichannel Strategies: Turning Data to Stories, at the eTourism Summit in Las Vegas.  

For the destination storytelling discussion, Jim was joined by panelists: Stuart Butler, CMO, Visit Myrtle Beach; Donald Lilley, Director of Technology and Business Intelligence, Visit Baltimore and Anna Strider, Director of Digital Strategy & Online Marketing, Visit Lake Charles.

Key Quotes & Takeaways:

“Our brand is a juxtaposition of our different destinations and what we have to offer. We’re looking at new and creative ways to get in front of our audience and we’re using OOH to get our message in front of a new audience. In making decisions, we focus on where that OOH placement is and who’s seeing it as it’s about reaching the right audience at the right place.” – Anna Strider

“Content is king, visitor experience is queen and visitor data is the crown jewel. We look at data from a lot of different perspectives. We use data to help us tell stories, look at what content is resonating and for audience-building. We hook people through content as a gateway to get people to come to our destination.” – Stuart Butler

“We’re using OOH for experiential, and we try to have playful interactions with people. Last year, we ran an OOH campaign that calculated the distance to our beaches so people driving down from Ohio and New York can see how much further before they arrive. We heard a lot of feedback that people loved that campaign, and it was our most commented piece that we’ve done in OOH — and people in our local community loved it.” – Stuart Butler

“For us, destination storytelling is about three components — authenticity by keeping it real, the engagement with the audience and the data. From a data perspective, we know that 53% of visitors to Baltimore are visiting friends and families. So, it’s important for those same family, friends and relatives to be part of our storytelling. Tourism needs to impact your community and our stories need to be about our neighborhoods and our minority-owned and women-owned businesses.” – Donald Lilley

Starbucks Spring

Talon and JCDecaux UK Creative Solutions deliver fantastic campaign for Starbucks at Kings Cross St Pancras Station.

Starbucks UK is shaking up Spring with their Iced Shaken Espresso coffee range in the UK this Spring, and to celebrate, the world’s leading coffeeshop is immersing coffee drinkers in a full sensory OOH experience, ‘Iced Coffee Zone’, in Kings Cross St Pancras Station this April. This campaign was delivered by Talon and JCDecaux UK Creative Solutions.

Running for two weeks until 23rd April 2023, the full tunnel take-over in Kings Cross St Pancras between the underground and the international station aims to bring to life the delicious aromas and sounds of the Starbucks Barista crafted Iced Coffee experience. Commuters will encounter a full sensory experience via sound effects of ice shaking and scent dispensers as they pass through the tunnel.

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The special build has been designed by Havas Media UK in partnership with Talon, JCDecaux and Linney, and is expected to reach 1.3m people during the fortnight it is live, directly supporting 20 nearby Starbucks stores across central London.

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Sarah Harris, marketing director EMEA, Starbucks, comments: “Who doesn’t love an iced coffee? People say it’s the future, but for us, it’s the present – even during Winter when sales remain high. As we move into the warmer months, we want to remind our brilliant customers that wherever they are, there’s always a Starbucks Iced Coffee available to them. Better yet, you can now have it in an array of different flavours.”

Andrew Darby, managing partner at Havas Media UK, said: “I’m based out of HKX in St Pancras, it’s a genuinely terrific place to eat, work and play. Every day I pass through this tunnel and pick up my Starbucks on my way to the office. The strategically selected site is not only a gateway to central London as proven by Oyster card data, but also to the country and world with its domestic and international train terminals.”

Nicci Loudon, business director, Talon Outdoor said: “Immersive brand experiences are becoming increasingly important to connect with audiences and create valuable emotional reactions, helping our advertising work harder. OOH provides the perfect platform to provide a more powerful, multi-sensory experience by adding sound and scent to enhance an already visually impactful execution creating a fully immersive experience for a new Starbucks favourite.”