Deep River Waterpark used expressway billboards to remind summer recreation audiences about its location, operating hours, and family attractions. The eight-week campaign targeted traffic moving through metropolitan Chicago, northwest Indiana, and southern Michigan and delivered 8,845,708 impressions. Post-campaign surveying found that outdoor advertising ranked first in recall among all media used. Consumers who remembered the billboards also showed the highest likelihood of visiting the park compared with other media recall groups. A billboard-viewer contest generated thousands of correct social entries, while the park received more than 500 phone calls per day. Operators frequently heard callers repeat “100% chance of FUN,” a headline used only in the outdoor campaign, providing further

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