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  • Martin O'Hansky

"See What Others Can't" protagonist of the advertising campaign

Esri user conference "GIS: The Intelligent Nervous System" kicked off at the San Diego Convention Center in San Diego, California, where thousands of hours of valuable learning took place. Our billboard advertising truck was parked right outside, ready to welcome the attendees to the event and prepare them for everything they would find inside the venue.


This company was founded in1969 by Jack Dangermond, and it is the world leader in the development and commercialization of ArcGIS, the most powerful Geographic Information System (also known as GIS) software in the world in terms of mapping and spatial analysis. ArcGIS helps its clients solve problems and improve their results in science, sustainability, community, positive change, research, education, and community.


Esri defines itself as an innovative, user-centric, and research-driven company. Their innovation is reflected in more than 350,000 organizations, cities, and national governments implementing their software. Their drive to try to anticipate the challenges and opportunities of the market and provide viable and real solutions makes them user-centric. While their firm belief in the work they do and how it can help the future of organizations and entities through GIS, leading them to invest more than 30% of their yearly income in research, makes them research-driven.


The Environmental Systems Research Institute (Esri) founded the Esri International User Conference (Esri UC), which is the most extensive annual Geographic Information System (GIS) technology event in the industry, held in the United States in July.


The conference featured 1000+ sessions where participants could learn from various presentations, workshops, and demonstrations. Experts presented 770+ hours of training on the latest GIS (Geographic Information System Mapping) innovations, 300+ exhibitions where attendees were introduced to solutions to various challenges, and 19,000+ peers.


Every year the event brings very special and exclusive speakers. In 2019 the two guest speakers were Jane Goodall, a British primatologist and anthropologist, who is considered the most prominent expert on chimpanzees in the world, thanks to her field studies of the social and familial interactions of these animals for 55 years. And Edward Osborne Wilson, a writer, naturalist, biologist and leading expert in myrmecology, the study of ants.


Even though these user conferences are planned for people over 18, users can attend the event with their families, thanks to events like GIS fair for children, family night, yoga in the morning, and a 5K run/walk that ends with a party. This way, children can have fun while their parents attend sessions, conferences, and exhibitions.



Esri chose LED Truck mobile billboards to spread its slogan: "SEE WHAT OTHERS CAN'T" in the hours before and after the event in the streets of our target city, San Diego. This move not only gave visibility to their slogan but also let everyone know that Esri can be a company's —or government's— best ally with their state-of-the-art software.


"SEE WHAT OTHERS CAN'T" It is a wake-up call and an invitation to go further; to identify patterns, relationships and connections that others are not able to see. To know and understand what are the needs of today and the opportunities of tomorrow.

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