Philadelphia International Airport (PHL) serves 31.7 million passengers every year—and wants to serve a bigger slice of international travelers in the region who choose one of its 13 international gates instead of EWR or JFK. So, telling the hundreds of thousands of drivers who pass 10 regional Clear Channel billboard locations at high-speed was an important tool in the this high-impact, big-board campaign. Six words, six seconds. That’s all you have to inform, persuade, and build new habits. Graphics are critical to drive home the point so we chose simple “you can get there from here” maps to reinforce the verbal message. One design’s search bar look and feel adds a subtle “click here” suggestion to five new destinations.