To supplement our campaign, we went big with some seriously attention-grabbing billboards. (Wouldn’t you do a double take if you saw a technicolor billboard advertising “FREE BEER WHISKEY BAR-B-QUE”?) We advertised “Additional Parking” in a neighborhood where it’s notoriously hard to find a space—and talked up The Summit’s free, abundant parking in the meantime. We encouraged people to call a “Fashion Accident” hotline that played off a local law firm. Basically, we weren’t afraid to get playful and experiment with our campaign to get buzz and grab attention around town.