What we've done is combined them with some sort of backlit campaign. You want to use the cling advertisements on the floor to complement what's on the board.

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The role that it's played in campaigns is trying to create a unique impression.

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It really depends on the marketing objective.

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And all buildings have the final say over the creative work laid down. They're really in control.

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It's kind of one of those things that ebbs and flows.

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