Spark, Visit Lauderdale Take Over 22 Digital Screens at NYC Oculus
2026-08-01 · via Digital Signage Today
Creative agency Spark and destination marketing organization Visit Lauderdale bought out an entire large-format digital screen network for a month, placing beach footage of Greater Fort Lauderdale across all 22 displays inside the Westfield World Trade Center Oculus in New York City, according to a press release.
For operators and buyers who work in OOH and transit media, the deal is notable mainly for its scale: a single advertiser controlling every screen in a major transit hub's network for a full month, rather than a rotating share of inventory. Spark, which serves as Visit Lauderdale's agency of record, says the campaign ran in spring and was timed to peak travel-planning season.
The creative itself was aerial footage of Fort Lauderdale's coastline, with waves breaking onto sand and the Visit Lauderdale shield traced into the beach, playing continuously across the network. The pitch, according to Spark, was a direct contrast between the pace of New York City and the "sun, water, ease" of Fort Lauderdale, positioned as a short flight from LaGuardia.
Custom builds for each screen size
The Oculus network is not a single uniform canvas. It includes screens of widely varying dimensions and locations, and the release notes that custom assets were produced for each of the 22 placements individually. Examples cited include "The Hundred," a 21,360x720-pixel display that spans the entire East/West Concourse, down to a 1,456x112-pixel elevator strip in Tower 4.
That range, from a wraparound concourse screen to a narrow elevator strip, illustrates a recurring challenge for anyone producing content for large mixed-format OOH networks: a single piece of creative rarely works across all of them without significant reformatting. The release does not say how many total assets were produced or what content management or ad-serving platform delivered the campaign across the network, which will leave some operational questions unanswered for signage and OOH professionals looking to understand the production workflow.
Dulani Porter, EVP and partner at Spark, said in the release that owning the full screen network during May, described as peak travel consideration, let the agency "transform the daily commute into an irresistible call to break free."
Context for the industry
Full-network takeovers like this one are a known but less common buying pattern in premium transit and landmark venues, typically reserved for advertisers willing to pay for exclusivity during a defined window. The release does not disclose media spend, the total number of assets produced, or audience or impression figures for the campaign, so its measured performance is not part of the public record at this time.
For destination marketers and the agencies serving them, the campaign is a reminder that landmark OOH venues can offer full-network exclusivity as an option, provided the creative and production pipeline can handle a screen network with this much variation in size and aspect ratio.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Spark, an independent creative agency, and Visit Lauderdale, a destination marketing organization, teamed up on an out-of-home campaign promoting Greater Fort Lauderdale as a premier Florida destination.
The campaign blanketed all 22 large-format screens inside the iconic New York City-based Westfield World Trade Center Oculus, according to a press release. Spark is the agency of record for the destination marketing organization.
The creative concept, deployed in the spring, was a deliberate counterpoint to New York City's relentless energy. Aerial footage of Fort Lauderdale's coastline, waves breaking onto sun-bleached sand with the Visit Lauderdale shield traced into the beach itself, flowed continuously across screens, positioning Greater Fort Lauderdale as a direct, effortless escape just a short flight from LaGuardia.
Custom assets were built for each of the 22 individual placements: from the 21,360×720-pixel "The Hundred" screen that spans the entire East/West Concourse to the 1,456×112-pixel elevator strip in Tower 4.
"Greater Fort Lauderdale is a destination that delivers exactly what New York City travelers are looking for when they need to reset — sun, water, ease, and a completely different pace," Dulani Porter, EVP and Partner at Spark, said in the release. "The Oculus gives us one of the most architecturally spectacular canvases in OOH advertising anywhere in the country. Owning the full screen network for the month of May, at peak travel consideration, means we can transform the daily commute into an irresistible call to break free. That's exactly what this campaign is designed to do."
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