The campaign includes print, television, radio, Internet, and outdoor ads.

Nationwide, about $1.5 billion is spent annually on outdoor ad.

The company considered a TV campaign, which could have been produced more quickly than outdoor and print ads.

A campaign is expected to include print advertisements, direct marketing and, of course, outdoor ads.

Other outdoor ads have used almost surreal effects to get attention.

Sales of Altoids rose more than 50 percent in the markets where those outdoor ads appeared, he added.

The data could track exposure to the outdoor ads but could not determine if a person actually looked at or read them.

Large outdoor ads placed by tobacco companies would be subject to fines of $2,500 to $10,000.

Only 7 percent came from network radio, with spot radio, outdoor ads and other media making up the rest.

The company is also running outdoor and radio ads.