Do you think billboard advertising doesn’t attract enough attention? Think again. Science World in Vancouver, BC has a new ad worth its weight in gold. The new outdoor advertising campaign by Science World spotlights the Treasure! exhibit that shares the lore of lost gold from pirates, shipwrecks and fortune hunters. It opened in May. The 200-square-foot billboard is covered in gold. Two ounces were flattened out into thin sheets and then installed for a 2-day guarded stay on a busy Vancouver road. The sign reads: “2 oz. of gold can cover a billboard.”

While it may seem a curious approach to the typical local advertiser, the $11,000 sign is doing its job. Targeted for local advertising efforts, it has now gotten international notoriety with its use of gold leaf. The sign has since been moved as planned into the Science World building and is on display until September.

Another billboard in Vancouver was recently covered in fake diamonds by the same advertising agency to announce its message and pique travelers’ curiosity. While most outdoor advertising is not as eye-catching, it does market to a broad audience and can get results. Billboards are a unique venue for advertisers that want to think outside the box. It doesn’t have to be a simple black-and-white text message or even a graphic design. It can be used to attract attention when used as a creative platform to promote your local business. You don’t need diamonds or gold to do it, just a vivid imagination, skilled fabricator and great location to reach your audience.

Image courtesy of Science World