Another hometown representative that makes me proud to be a Dallasite. When I think of the Richards group I think of their outdoor ads for Patron. The Patron drinker is a social person who likes to go out at night and have conversations that tend to turn into debates. Given this target market Patron placed outdoor ads in places like Times Square in NYC, Union Square in San Francisco, and near the Roosevelt Hotel in LA. Patron caters the copy in its outdoor advertising to the geographical audience. So "Cart dog. Pizza slice. Soft Pretzel." followed by "Some perfection is debatable" makes sense to a New Yorker while "Rock Star. Movie Star." followed by the familiar tagline makes sense to a Los Angeleno. Outdoor ads are expensive and some often say loosing effectiveness, but this medium is the perfect match for the Richards' Group's Patron campaign.
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