This case study explains how Perth Amboy Councilman Helmin Caba used strategically placed out-of-home advertising to challenge an incumbent mayor who had held office since 2008. The four-week “2020 Vision for Perth Amboy” campaign used billboards near one of the city’s busiest intersections to build awareness of Caba and his team ahead of the mayoral runoff. The location-focused strategy created broad visibility within the community and reinforced the campaign’s message among local voters. The campaign delivered 218,000 total impressions and helped Caba win the runoff election with an eight-point lead over his opponent. The result demonstrates how concentrated local media can support recognition, momentum, and voter engagement in a highly competitive municipal race.

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