CBS Outdoor Launches First-Ever Out-of-Home Campaign for BPI Sports

Makers of 1MR, Roxy Lean and Rx6 to Launch 12-Week Outdoor Promotion on Billboards Across the Country

Oct 18, 2011, 09:00 ET from CBS Corporation

NEW YORK, Oct. 18, 2011 /PRNewswire/ -- BPI Sports, makers of popular sports nutritional products like 1MR, Roxy Lean and Rx6, have partnered with CBS Outdoor to launch the company's first-ever outdoor billboard promotion in major markets across the country.  This announcement came today from James Grage, Vice President, BPI Sports, and Jodi Senese, Executive Vice President, Marketing, CBS Outdoor. The campaign is being launched to promote BPI's partnership with GNC, the nation's largest specialty retailer of vitamins and nutritional supplements, which will begin selling BPI's products.

"This is the first time that any company in our industry has done an outdoor campaign on this scale," said Grage. "CBS Outdoor, with their specialized approach and strong channels, has presented us with a unique opportunity to present our brand and our message to the masses.  We are hitting every major market in the country in high traffic and high-impact areas such as Times Square in New York." 

"BPI is a perfect outdoor advertiser as we can reach their health-conscious prospects as they move about their active day," said Senese. "Those 'most exposed' to billboards are also those least likely to be watching television.  It's a perfect match of advertiser and medium; and the excellent creative only adds to the campaign's strength." 

The outdoor promotion, which begins today, also includes top markets like Miami, Tampa, Orlando, Los Angeles, Dallas, Philadelphia and Chicago. The campaign marks a turning point for BPI, which has traditionally used print advertising to market their products.  

"We feel that outdoor billboards will catch the attention of consumers like no other advertising medium can," said Grage. "We are always looking for new ways to engage our customers, and billboards are a proven tool that not only delivers the impressions we need but also won't get lost in clutter as can sometimes happen with print.  This campaign will not only complement and reinforce BPI's existing marketing strategies but it will also help us tap into a whole new demographic."

About CBS Outdoor

CBS Outdoor is one of the largest out-of-home media companies in the Americas (United States, Canada, Mexico and South America), and has a major presence across Europe in the United Kingdom, Ireland, France, Italy, the Netherlands and Spain.  With both traditional outdoor and transit advertising properties, this division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets.  For more information, visit

About BPI Sports

Headquartered in Hollywood, Fla., BPI is the fastest growing Sports Nutrition company, both domestic and abroad, with products in popular categories such as weight loss, muscle building and athletic performance. For more information on BPI SPORTS please visit or on facebook at

SOURCE CBS Corporation