DOOH Advertising
Photo courtesy of Lamar Advertising
May 27, 2025
Lamar Advertising, an outdoor advertising company, has chosen Dolly Parton’s Imagination Library as its in-kind partner for 2025.
Over the next 12 months Lamar will use its digital billboard network and donate more than two million dollars in DOOH media to help the organization raise awareness of its mission as well as drive donations and enroll children into the program, according to a press release.
Created in 1995 by Dolly Parton, the Imagination Library is a free book gifting program that sends age-appropriate books to children from birth until they start school.
«For 30 years, Imagination Library has remained dedicated to inspiring a love of reading among children and giving the gift of literacy,» Tracy Long, director of marketing, The Dollywood Foundation, said in the release. «As we celebrate a milestone anniversary, we are excited to harness the power of Lamar’s billboard advertising network to raise greater awareness of our mission and drive support from parents and caregivers, community leaders, and partners. We are grateful to Lamar for their generosity and partnership.»
Today in the U.S., one in seven children under five years old receives books from the Imagination Library program.
«What started as an effort to benefit children in Dolly Parton’s home state of Tennessee has grown dramatically into a celebrated international book gifting organization promoting literacy across multiple countries,» Sean Reilly, CEO of Lamar Advertising, said in the release. «We are thrilled to partner with the Imagination Library this year and look forward to using our digital outdoor network to amplify their message and help deliver the gift of reading to even more children in the U.S.»