Arden Hills, Minn. – October 07, 2026 -- Land O'Lakes, Inc. has partnered with Getty Images and Clear Channel Outdoor to place authentic imagery of rural America on out-of-home advertising spaces in New York City, starting during Advertising Week New York (Oct. 5-8) and expanding nationwide for National Farmer's Day on Oct. 12.
Research shows advertisers misrepresent rural communities
VisualGPS Insights data cited by Getty Images found that nearly two-thirds of Americans in rural communities believe advertisers do not understand them, while only 5% of popular U.S. visuals are set in rural locations. Searches for rural America imagery rose 22% in 2024 and continue climbing, according to the companies.
Campaign draws on Repicturing Rural collection built since 2025
The activation features content from Repicturing Rural, a joint initiative under the Modern Rural Collective that has engaged 38 photographers to produce 3,500 new stills and videos depicting rural America since 2025. The collection, powered by Getty Images' VisualGPS platform and its Custom Content team, will continue expanding through early 2027.
Times Square placement targets advertising industry's largest gathering
The out-of-home push places contemporary depictions of rural people, businesses and communities in Times Square and other high-visibility New York locations during the ad industry's key annual event. Heather Malenshek, Senior Vice President and Chief Marketing Officer of Land O'Lakes, is participating in Advertising Week New York panels on representation.
"Rural America is not waiting to be saved – it is ready to be seen," Malenshek said, adding that the campaign aims to show rural communities as "dynamic, innovative and essential" to the broader economy.
Clear Channel scales the campaign to additional metro markets
Following the New York launch, Clear Channel Outdoor will extend the campaign to other U.S. metropolitan markets around National Farmer's Day. Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor, said out-of-home advertising can introduce audiences nationwide to "heartfelt, contemporary and very real portraits of rural people, places and communities."
Getty Images positions custom content as a brand trust tool
Tawnya Crawford, Vice President of Custom Solutions at Getty Images, said many brands work with an incomplete visual picture of rural America and that combining VisualGPS audience data with custom content creation helps marketers build imagery that is "trusted" and more effective at connecting with audiences.