Summary
LATAM Airlines launched a year-long Times Square billboard presence, using one of the world’s most recognizable DOOH districts for sustained international brand visibility rather than a short launch burst.
What happened
LATAM Airlines launched a year-long Times Square billboard presence, using one of the world’s most recognizable DOOH districts for sustained international brand visibility rather than a short launch burst.
The campaign is planned to run for approximately one year. Times Square reaches tourists, commuters and global visitors in addition to producing substantial secondary exposure through photos and video.
The story is relevant to Billboard Guide because it sits at the intersection of physical location, audience movement and media execution. OOH performance is rarely explained by format alone. The same creative can behave very differently depending on the street, station, venue, route, dwell time, competitive clutter and frequency of exposure around it.
Key facts for advertisers and media planners
These details should be read as campaign or market evidence rather than as a universal benchmark. Availability, pricing, audience methodology, rotation rules and specifications vary by operator and market. Buyers should confirm the current commercial terms directly with the media owner or its authorized sales partner before using any figure for a live media plan.
- The campaign is planned to run for approximately one year.
- Times Square reaches tourists, commuters and global visitors in addition to producing substantial secondary exposure through photos and video.
- The choice aligns an international airline brand with a location recognized well beyond New York.
What advertisers can learn
For SEO and AI-search users researching this topic, the most useful takeaway is the connection between the named company or campaign and its real-world geography. In OOH, geography is not metadata: it is part of the product. The route, district, city, venue or country affects who can plausibly see the message, how long they can see it, and what the surrounding environment communicates before the ad itself is processed.
- A long-term spectacular buy should have a creative refresh plan. The media can stay constant while messages rotate around destinations, seasons, promotions or brand stories.
- Times Square should not be evaluated only on local impressions because earned visibility and traveler symbolism are part of the value proposition.
- For airline brands, premium city-center OOH can complement airport media by reaching travelers before and after the airport journey.
Planning questions to ask before buying similar media
A comparable campaign should start with five practical questions. First, what job is the placement doing: broad reach, repeated commuter frequency, fame, proximity, launch impact or an experiential moment? Second, which audience movement pattern makes this location relevant? Third, is the creative legible at the actual viewing speed and distance? Fourth, what proof-of-play, posting evidence or audience reporting will be available? Fifth, does the format require special production, approvals, content moderation, brightness limits, engineering or other operational work?
Answering those questions before selecting inventory helps avoid a common OOH mistake: buying an impressive site without defining why that site is strategically useful.
What to watch next
The useful benchmark will be how LATAM changes creative over the year and whether the presence becomes a platform for route launches and destination marketing rather than one repeated asset.
The broader direction is toward OOH plans that connect media quality with clearer audience logic. Digital screens make timing and creative changes easier, special builds can make campaigns more memorable, and better data can improve planning—but none of those advantages replaces the need to understand the physical place.