
How Digital Billboards Elevate Event Marketing Strategies in Southern Alberta

In the heart of Southern Alberta, where the community thrives on connection, camaraderie, and supporting local events, an advertising solution with an equally dynamic presence can make all the difference. GoWest Billboards, with its strategically positioned digital displays in Lethbridge and nearby areas, offers more than just ad space—it’s a powerful platform to elevate any event marketing strategy. As local communities continue to grow, so does the potential for businesses, nonprofits, and organizers to capture attention and engage audiences. Here, we’ll explore how digital billboards can seamlessly integrate into a robust event marketing strategy, offering a high return on investment and a memorable experience.
The Power of Digital Billboards for Local Event Marketing
Digital billboards have come a long way from traditional print billboards, offering flexibility, vibrant visuals, and an array of content possibilities that captivate passersby. As Southern Alberta’s landscape is dotted with festivals, fairs, sporting events, and community gatherings, digital billboards provide the reach and impact event organizers need to drive awareness and attendance. Unlike social media ads or email blasts, billboards offer a non-intrusive way to reach diverse audiences right where they live, work, and commute.
According to studies, out-of-home (OOH) advertising, like billboards, captures around 90% of travelers’ attention, significantly outperforming many digital-only ad platforms in terms of impressions and recall (Statista, 2022). Digital billboards can capture attention in fleeting moments, creating memorable connections without the ‘skip’ or ‘close’ options online ads often face. This ability to hold attention and resonate makes billboards particularly powerful in driving event marketing efforts.
Creating Buzz for Local Events: Community at the Forefront
One of the most effective ways to promote local events in Lethbridge and surrounding areas is by tapping into the community’s shared experiences. Digital billboards are uniquely positioned to facilitate this, allowing for messages that not only inform but inspire community pride. Southern Alberta residents, particularly in Lethbridge, hold a deep appreciation for local history, family values, and a close-knit sense of belonging. When an event is advertised on GoWest Billboards, it’s positioned as a part of the town’s culture—a must-attend experience.
For instance, if the Lethbridge Dragon Boat Festival or Whoop-Up Days wants to boost attendance, they can do so effectively by utilizing GoWest’s digital billboards. With unlimited ad changes available, organizers could schedule different ad creatives in the lead-up to the event, such as countdowns, special highlights, or even quotes from previous attendees. This steady stream of reminders cultivates anticipation and fosters a sense of “being in the know,” which the locals value.
Adaptable Content for Real-Time Engagement
Traditional billboards often face the challenge of limited flexibility. Once printed and installed, the content remains static. GoWest Billboards, however, offers complete adaptability. This adaptability allows event marketers to experiment with ad content, switching up visuals, changing dates, or updating messages in real-time as the event draws nearer. In the event of an emergency change or last-minute update—such as a schedule adjustment due to inclement weather—digital billboards offer the capacity to deliver instant updates, eliminating confusion and enhancing audience engagement.
This real-time flexibility also caters to today’s demand for dynamic content. Research shows that ad campaigns using frequently updated visuals and messages have a higher recall rate (Marketing Dive, 2021). GoWest Billboards’ no-contract, unlimited change model caters precisely to this need, allowing event marketers to test which messages resonate most with the audience and adjust based on real-time performance.
Captivating Visuals and Enhanced Brand Impact
When it comes to event marketing, visuals are crucial. GoWest Billboards offers a high-resolution, full-color display that brings any event to life, even from afar. Vivid, captivating visuals can communicate the energy, excitement, and unique appeal of an event in a single glance, whether it’s the joy of a family-friendly carnival, the thrill of a sporting match, or the elegance of an evening gala.
In a world increasingly saturated with digital ads, the high-quality visuals on GoWest’s digital billboards serve as a striking counterpoint. Research on visual engagement highlights that digital displays are processed by the brain 60,000 times faster than text, allowing the message to hit home immediately (Forbes, 2023). This means that just one exposure to an eye-catching digital ad has a profound impact on the viewer’s perception of the event and its value.
Expanding Reach Across Demographics
Digital billboards are a uniquely effective tool for reaching diverse audiences. Since they’re located on busy streets, they capture the attention of all age groups, socioeconomic backgrounds, and interests as people drive, walk, or commute. For events aiming to draw in crowds from varying demographics—like multicultural festivals or inclusive community gatherings—this expansive reach is invaluable. Local businesses can also partner with events to boost their own brand exposure while supporting community gatherings, creating a ripple effect that strengthens the local economy.
For instance, a sporting event in Lethbridge could partner with local businesses to highlight special promotions or event-day discounts on GoWest Billboards. By including brand logos and timely calls to action, such as “Show this ad at the event for a discount,” both the event and the local business benefit. These collaborative advertising strategies create a unified message that resonates with Southern Alberta’s spirit of support for local businesses and events.
Leveraging Hyperlocal Targeting for Maximum Impact
Lethbridge and Southern Alberta’s communities are known for supporting local initiatives, and digital billboards offer an ideal platform for hyperlocal targeting. GoWest Billboards’ prominent locations allow event organizers to tailor messages specifically to Southern Alberta residents, ensuring they reach those most likely to attend. Additionally, because the billboards are on high-traffic streets, the messaging captures both regular locals and occasional visitors, expanding the potential reach while maintaining a targeted appeal.
This focus on local connection strengthens not only the visibility of the event but also fosters an intimate relationship with the community. Whether it’s the annual Chautauqua festival or an agricultural fair that celebrates Alberta’s farming legacy, GoWest Billboards’ ability to emphasize the “local flavor” aligns with the community’s identity and passions. A study by the OAAA found that targeted OOH campaigns generate a 46% lift in engagement with event content online, as viewers feel more invested in activities that resonate with their local identity (OAAA, 2021).
Measuring Success and Optimizing for Future Events
Effective event marketing goes beyond the event itself. GoWest Billboards enables organizers to measure the success of their campaigns through post-event surveys, attendance tracking, and social media mentions influenced by the billboard ads. While direct attribution is challenging, there’s no denying that a well-placed, eye-catching digital billboard ad enhances top-of-mind awareness and piques curiosity.
By analyzing attendance boosts, social engagement, and general public response post-event, organizers can gain insights into what types of messaging worked best. This information serves as a valuable resource for planning and refining future event marketing strategies. With GoWest Billboards’ flexible, short-term contracts, event organizers can easily experiment with different messages, visuals, and ad durations, optimizing for engagement and maximizing their return on investment.
Partnering with GoWest Billboards for Events in Southern Alberta
At GoWest Billboards, our goal is to support the vibrant community life of Southern Alberta, where every event is an opportunity to create lasting memories and meaningful connections. From corporate expos to annual fairs, sports tournaments, and charity events, our digital billboards offer a reliable, adaptable, and highly effective means to enhance event marketing.
As Lethbridge’s streets pulse with activity and visitors, our digital billboards serve as beacons for upcoming attractions, drawing eyes and generating buzz. With pricing starting at just $99 per week and the added benefit of unlimited changes and no contracts, GoWest Billboards is committed to accessible, impactful advertising solutions that support local events and strengthen community bonds.
In Southern Alberta, where the blend of natural beauty, community, and culture offers endless opportunities, GoWest Billboards stands ready to partner with organizers to make each event an unmissable experience. Together, let’s ensure that the spirit of our events doesn’t just reach the community—it stays with them.
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