TEAMBUILDING: Put Them on the Big Screen

The Travel Channel is expanding its brand beyond television to include more travel-oriented technology, and to get executives revved up for the changes ahead, Paint the Town Red organized a high-tech Amazing Race-style scavenger hunt. Teams of executives sped through New York tourist hotspots, using cutting-edge technology such as GPS devices and Bluetooth-enabled phones along the way. But the highlight of their hunt was gazing up at their photo on a 22-story billboard in Times Square. A partnership between the Nasdaq Tower (with its seven-story wrap-around video wall) and the Reuters sign (11 giant LED screens) allows marketers to bookend one of the busiest intersections in the world with customized content. It’s as simple as snapping a picture with a camera phone and emailing it to Reuters, which can flash it on the big screen within minutes. Of course, making such a large-scale impression doesn’t come cheap—prices start in the $50,000 range. —Lisa Cericola
Photo: Jes Yaccino