Grand Opening / Renovation Billboards
(concept sketches and finished design)
Golfsmith, International is rapidly expanding its presence in the U.S., opening dozens of stores across the country. Additionally, the flagship Austin store (as well as a couple other stores across the U.S.) got a significant face-lift. Each store opened (or re-opened) amid the fanfare of a grand opening weekend, with door prizes, contests, and epic sales. These were announced in direct mailers, email blasts, newspaper ads, and out-of-home marketing — usually in the form of billboards off the freeway in the cities where the stores were opening. In the case of the Boston store, we bought ad space on the train platforms, and in the traincars themselves.
When concepting these ads, I was encouraged to use the specific city to shape the messaging. In the end, Golfsmith went with a more uniform grand-opening message to cover all of the store openings. But I had fun steeping myself in the culture of the various cities where we had store-openings. Boston was especially rich with possibilities, and fun to work on.
The actual billboard shown below was done for the renovated Austin store, which is located just a few yards from the actual billboard, off the freeway.
