Rolling Billboards for Regional Impact: Norfolk County & Scotlynn’s Innovative Economic Development Initiative
Rolling Billboards for Regional Impact: Norfolk County & Scotlynn’s Innovative Economic Development Initiative
Purpose of Project
Norfolk County, in partnership with leading local logistics firm Scotlynn Group, launched an innovative marketing campaign that transforms transport trailers into rolling billboards. This creative initiative promotes Norfolk’s strengths in investment, employment, tourism, and quality of life—carrying the region’s message across North America via Scotlynn’s active trucking fleet.
Three uniquely branded trailer designs each feature a distinct focus:
Invest in Norfolk – “Where Opportunities Thrive”: Promotes Norfolk’s strategic location, infrastructure, and pro-business environment.
Manufactured in Norfolk – “Proudly Manufactured in Norfolk”: Highlights the county’s growing manufacturing sector and capabilities.
Experience Norfolk – “Where Nature and Culture Meet”: Showcases Norfolk’s lifestyle appeal, natural assets, and tourism potential—supporting talent attraction and community pride.
Effectiveness and Early Results
Though newly launched, the campaign has already produced measurable outcomes. Web traffic to norfolkbusiness.ca has increased, and the trailers have become mobile ambassadors, reaching a wide audience daily across provincial and international routes. By leveraging Scotlynn’s existing logistics operations, Norfolk gains expansive visibility without added transportation costs—delivering a high return on investment.
Challenges and Strategic Adaptation
A primary challenge was simplifying Norfolk’s complex value propositions into effective visual messaging. This was addressed through focused themes, strong design, and close alignment with the county’s broader economic development strategy. The project also required balanced collaboration between public and private sectors—achieved through co-designing creative and cost-sharing frameworks that met both partners’ goals.
Target Audience
The campaign is designed to reach a broad and diverse audience: investors, skilled workers, business leaders, tourists, and professionals seeking high quality of life. It also appeals to stakeholders in logistics, agriculture, and manufacturing—key sectors of Norfolk’s economy—through inclusive and impactful messaging.
Award Category Considerations
This initiative stands out for its originality, cost-efficiency, and broad reach. By creatively repurposing transport trailers as mobile billboards, the project redefines place marketing and regional promotion. It supports Norfolk’s strategic goals in investment attraction, tourism growth, and workforce development, while showcasing the power of public-private partnerships.
Sustainability and Long-Term Vision
This is a sustainable campaign in multiple ways. It uses existing logistical infrastructure, avoiding additional carbon emissions, and strengthens community resilience by aligning municipal goals with private-sector capabilities. The approach promotes a culture of innovation, local pride, and long-term regional investment. Its scalable, low-cost model ensures ongoing impact with minimal overhead.
The Rolling Billboards campaign is a bold, mobile platform that carries Norfolk County’s message of opportunity across North America. In collaboration with Scotlynn, it delivers high-impact economic development marketing that’s innovative, sustainable, and already generating results. It exemplifies the strength of creative partnerships and the power of thinking beyond traditional outreach strategies.
Check out the Video: Norfolk County x Scotlynn Partnership Official.mov
