Is this the most famous and iconic OOH activation of all time?

But is it really an OOH activation in the true sense? Back in 1923 it certainly was! The sign was originally constructed as an advertisement for a local real estate development called Hollywoodland.

Like the Eiffel Tower, the sign was originally supposed to be temporary, built to last 18 months as a flashy advertisement to attract mainly property buyers from other US states who were coming to California looking for more space and a warmer, seaside climate.

You could argue that it is still a true OOH activation, given that it promotes the city of Los Angeles and its surrounds, tinseltown, and the movie industry as a whole to local and foreign tourists. Indeed, it is one of the country’s signature tourism promotion images.

Original signage was even more noticeable

Back in the day, the sign – which originally read ‘Hollywoodland’ but was later amended – was even more noticeable than it is now. When it was first erected, it came with electric lighting that blinked over what was then a relatively small community.

“The path from gaudy advertisement to grand dame wasn’t easy. Over the decades, the Hollywood sign had to survive tragedy, abandonment, bad press, and outright calls for destruction,” notes the London-based The Guardian newspaper in a centenary tribute.

“As with many of its industry colleagues, the process of becoming a star required a partial name change, and, in its later years, regular facelifts in the form of coats of ‘extra white’ paint – plus experts monitoring it for the effects of erosion.

Maintenance is ongoing, and the sign recently received a major upgrade in time for the celebrations.

“People from all over the world have been captivated by the recent transformation of the Hollywood sign, and now with fresh paint and the upcoming 100th anniversary, we are thrilled to move ahead on plans to create a one-of-a-kind Visitor Centre,” said Jeff Zarrinnam, Chair of the Hollywood Sign Trust. 

“Over the years, visitors and locals have expressed great interest in a ‘close-up’ experience where they can learn more about the roots of the Hollywood sign, its legendary stories, and the epic hopes and dreams the sign continues to inspire.”