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To promote its new hydrogen fuel cell vehicle, the Mirai, Toyota, in conjunction with New York-based billboard giant Clear Channel Outdoor Americas, is sponsoring what it’s calling an “eco-billboard” advertising campaign.
Running through the end of May, Toyota’s campaign consists of 37 billboards in Los Angeles and San Francisco that the company says features 24,960 square feet of pollution scrubbing surface. The billboards, the company says, will reverse the equivalent of 440 vehicles’ worth of nitrogen dioxide (NOx) emissions per month. NOx is a key ingredient in acid rain and smog.
This “catalytic converter” of billboards uses a titanium dioxide coated vinyl to purify the surrounding air, according to its creators. When oxygen reacts with the energized titanium dioxide catalyst, NOx is converted to nitrate and removed from the air. The light-activated, smog-reducing billboards continue to purify the air as long as light, humidity, airflow and the titanium dioxide coating are present.
Cincinnati-based PURETi Group LLC developed the titanium dioxide coating technology used on the billboards, and Clear Channel Outdoor Americas has exclusive usage rights in the outdoor advertising category.
“Toyota consistently searches for new environmental technologies across all operations,” says Mark Angelacos, advanced technology general manager, Toyota Motor North America Inc. “When Clear Channel Outdoor Americas brought us the opportunity, we saw it as a perfect match. This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.”
Adds Gene Leehan, executive vice president and senior regional president, Clear Channel Outdoor Americas, “We are pleased to offer our environmentally-conscious clients, like Toyota, an even more eco-friendly printed vinyl option for their out-of-home media campaigns. This campaign marks a U.S. first for the use of this technology on OOH, and we look forward to making it available to other like-minded advertisers.”