Experiential arm to build on Intersection’s success in cities, redefine how brands connect with consumers in public spaces
Intersection, an experience-driven out-of-home media and technology company, announced the creation of its new, experiential division, IRLX. With a commitment to delivering meaningful experiences for consumers in cities, the creation of IRLX was the natural next step in building a media brand that delivers out-of-home media and IRL experiences to engage consumers deeply and authentically. Built on Intersection’s long time leadership in programming public spaces, IRLX’s unique approach blends the agility of digital storytelling, ubiquity of OOH media, and interactivity of experiences to deliver campaigns that let brands grab attention in advertising’s final frontier— real life.
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With strong reach across many of America’s top cities, Intersection has long delivered campaigns that allow brands to own entire cityscapes — connecting with consumers at key moments in their daily lives. IRLX expands its capabilities to deliver even greater consumer engagement to include influencer events, retail pop-ups, street activations, eye-catching build-outs that stop people in their tracks, and additional in-person brand touchpoints. Alongside the launch of IRLX, Intersection is also pursuing strategic partnerships to further strengthen its position in the experiential marketing space. The IRLX team will be part of Intersection’s Marketing organization and will report into Esther Raphael, CMO, working closely with both Intersection’s revenue and operations teams.
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“Cities are at their best when public spaces are alive with culture and community,” said Chris Grosso, Intersection’s CEO. “With IRLX, we’re giving brands the opportunity to win attention by creating vibrant, inspiring, and unforgettable experiences that elevate urban life.”
Intersection’s media network extends across the top U.S. media markets – New York, Los Angeles, Chicago, Philadelphia, Atlanta, Boston and San Francisco – in addition to other major regions such as Austin, Charlotte, New Jersey, Minneapolis, Pittsburgh, Portland and more. In all, Intersection’s network reaches more than 50 million people monthly through more than 400,000 digital and static assets nationwide.
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Source – Businesswire
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