Water Provides The Backdrop For A Powerful OOH Ad Campaign

The Everglades Foundation And Brightline Partner To Celebrate And Protect A South Florida Treasure

Water Provides The Backdrop For A Powerful OOH Ad Campaign

by Begoñe Cazalis, Director of Communications, The Everglades Foundation

For more than three decades, The Everglades Foundation has been on a mission to restore and protect one of America’s most unique ecosystems and South Florida’s greatest source of clean freshwater —the Everglades. To spread the word about the organization’s efforts and the Everglades’ vital importance in supplying water to millions of Floridians, The Everglades Foundation has partnered with Brightline, a privately owned and operated intercity railroad connecting Central and South Florida.

Together, The Everglades Foundation and Brightline have launched an innovative out-of-home advertising campaign to capture the attention of Brightline passengers as they refill their water bottles between destinations. Brightline’s first green partnership features captivating advertising displays strategically implemented throughout the rail system’s South Florida stations.

“At Brightline, we are deeply committed to the communities we serve, and that commitment extends to preserving the natural resources that sustain all of us,” said Patrick Goddard, president of Brightline, in a September press release. “Partnering with The Everglades Foundation reflects our dedication to sustainability and our belief in the power of collective action to make a lasting impact.”

A Life-Giving Ecosystem
Spanning 1.5 million acres throughout South Florida, from the Kissimmee Chain of Lakes Area to the Florida Keys, the Everglades is home to more than 2,000 species of plants and animals. Also known as the “River of Grass,” the ecosystem filters, stores, and provides abundant freshwater to approximately 5 million Floridians by recharging the Biscayne Aquifer, an underground freshwater river.

The OOH advertising conceived through this partnership seeks to illustrate the abundance provided by the Everglades and the critical need to restore and protect this natural environment.

Displaying A Shared Commitment
With a common goal to support sustainability, Brightline and The Everglades Foundation implemented their out-of-home advertising campaign, utilizing Brightline station water fountains as their canvas. The fountains themselves deliver the Everglades freshwater  highlighted in the advertising display, making this strategy a powerful way to maximize advertising spend.

And because the Brightline audience includes Florida residents and tourists who will be traveling alongside the land of the Everglades — which stretches across the entire Brightline north-south route from Orlando to Miami — the campaign’s message is well-positioned to connect with audiences in Florida, across the country, and around the world.

“It is vital to educate everyone in South Florida on the critical role the Everglades plays in our lives,” said Eric Eikenberg, CEO of The Everglades Foundation, in the September press release introducing the campaign. “Our new partnership with Brightline will help raise awareness among residents and tourists about this unique ecosystem, which provides invaluable resources, including our most important one — drinking water. Restoring the Everglades is not just about protecting natural beauty; it’s about securing our future and ensuring a sustainable environment for generations to come.”

To learn more about the partnership between The Everglades Foundation and Brightline, visit gobrightline.com/offers/the-everglades-foundation.

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