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Top 5 Campaign in Automotive · September 2026
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Top 5 Campaign
Automotive · September 2026

Directions to Lake Ontario

PR Campaign
Friday 11th September, 2026

MapQuest put up billboards in Toronto showing driving directions to Lake Ontario from the billboard site itself. The deliberately unnecessary directions—and their disappearance the next day—created a small mystery and a neat visual joke for local news.

Why it worked: It engineered a fast, local “now” moment—a visual gag plus sudden removal—that created conflict (who pulled them?) and guaranteed newsroom-friendly B-roll.

The lesson: Consider staging a simple, camera-friendly stunt that vanishes within 24 hours so reporters must cover it immediately or miss it.

MapQuest
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