Tampa General Hospital Named a 2026 Marketing Impact Award Winner by Ad Age and Modern Healthcare
Published: Nov 13, 2026
The recognition honors an innovative 3D campaign that highlighted a key medical differentiator in the region.
Tampa, Fla. (Nov. 13, 2026) Tampa General Hospital (TGH) announced that its “Region’s Only Level I Trauma Center” 3D billboard campaign has received silver recognition by Ad Age and Modern Healthcare in the Print/Out-of-Home Campaign of the Year category. The campaign was produced by Tampa General’s agency of record, FKQ Advertising + Marketing.
The recognition honors a first-of-its-kind outdoor advertising execution, which employed 3D dimensional illusion technology, a first for the Tampa Bay region, to reinforce Tampa General's standing as the region’s only American College of Surgeons (ACS)-verified Level I Trauma Center. The billboard, installed on Benchmark International Arena, depicts Tampa General's branded Aeromed Regional Transport Program helicopter appearing to break out of the screen toward viewers before it resolves into the core message of the campaign. Air transport services that are referenced in connection with Aeromed are provided by Metro Aviation, Inc.
The campaign addressed a growing competitive challenge in the region, as a rising number of hospitals pursued Level I trauma certification without necessarily matching the depth of experience or infrastructure that ACS-verified Level I designation requires. Tampa General created the billboard to boldly and memorably establish its distinction for both the general public and other health systems, at a moment when public confusion about trauma credentials could carry life-or-death consequences for patients who must make crucial split-second decisions in emergency situations.
“Benchmark International Arena draws enormous crowds year-round, and we wanted creative that could stop people in their tracks — whether they were heading into a Lightning game or passing through the Channelside or Water Street districts for any of the other many attractions,” said Kathleen Ahern, vice president of MarComm Advertising and Public Relations at Tampa General. “The 3D format gave us a rare opportunity to do something no one in this market had seen before, and we were committed to pushing that capability as far as it could go to make sure our message was truly impossible to ignore.”
The billboard generated 2.37 million impressions over a four-week period, reaching a broad cross-section of the Tampa Bay community that stretched well beyond hockey fans. Benchmark International Arena hosts approximately 150 events annually, and nearby properties, like The Edition and JW Marriott, draw additional convention and conference travelers into the billboard's line of sight.
“We wanted this campaign to reach people long before they ever face a trauma emergency, because that is when awareness matters most,” said Laurie Slater, senior vice president of MarComm and Physician Business Development at Tampa General. “Seeing the results reinforced just how powerful a bold, well-placed message can be in building lasting trust with our community.”
Tampa General Hospital’s Wallace Trauma Center is the Tampa Bay region's only ACS-verified Level I Trauma Center for both adults and children. It is the first in Florida to achieve dual verification from the American College of Surgeons. The designation reflects a depth of expertise, infrastructure and 24/7 readiness that sets Tampa General apart from other hospitals pursuing similar credentials in the region.
That brand strength extends beyond clinical distinction: Already this year, Tampa General was named a 2026 NRC Health Best in Brand Winner, a national honor awarded to only 10 health systems in the country. It recognizes the trust and confidence that Tampa General has earned with the patients and communities it serves.
See the full “Region’s Only Level I Trauma Center” 3D billboard spot here.
The Healthcare Marketing Impact Awards are chosen by editors and reporters with Modern Healthcare and Ad Age. Judges focus on creative, purposeful campaigns that garner instant attention and generate results. The awards are open to organizations that fall within three client types: Providers/Insurers, Suppliers/Vendors/Pharmaceutical and Advocacy organizations. Campaigns across all formats were eligible. They must have been produced and run between Jan. 1, 2025 and July 1, 2026.
Tampa, Fla. (Nov. 13, 2026) Tampa General Hospital (TGH) announced that its “Region’s Only Level I Trauma Center” 3D billboard campaign has received silver recognition by Ad Age and Modern Healthcare in the Print/Out-of-Home Campaign of the Year category. The campaign was produced by Tampa General’s agency of record, FKQ Advertising + Marketing.
The recognition honors a first-of-its-kind outdoor advertising execution, which employed 3D dimensional illusion technology, a first for the Tampa Bay region, to reinforce Tampa General's standing as the region’s only American College of Surgeons (ACS)-verified Level I Trauma Center. The billboard, installed on Benchmark International Arena, depicts Tampa General's branded Aeromed Regional Transport Program helicopter appearing to break out of the screen toward viewers before it resolves into the core message of the campaign. Air transport services that are referenced in connection with Aeromed are provided by Metro Aviation, Inc.
The campaign addressed a growing competitive challenge in the region, as a rising number of hospitals pursued Level I trauma certification without necessarily matching the depth of experience or infrastructure that ACS-verified Level I designation requires. Tampa General created the billboard to boldly and memorably establish its distinction for both the general public and other health systems, at a moment when public confusion about trauma credentials could carry life-or-death consequences for patients who must make crucial split-second decisions in emergency situations.
“Benchmark International Arena draws enormous crowds year-round, and we wanted creative that could stop people in their tracks — whether they were heading into a Lightning game or passing through the Channelside or Water Street districts for any of the other many attractions,” said Kathleen Ahern, vice president of MarComm Advertising and Public Relations at Tampa General. “The 3D format gave us a rare opportunity to do something no one in this market had seen before, and we were committed to pushing that capability as far as it could go to make sure our message was truly impossible to ignore.”
The billboard generated 2.37 million impressions over a four-week period, reaching a broad cross-section of the Tampa Bay community that stretched well beyond hockey fans. Benchmark International Arena hosts approximately 150 events annually, and nearby properties, like The Edition and JW Marriott, draw additional convention and conference travelers into the billboard's line of sight.
“We wanted this campaign to reach people long before they ever face a trauma emergency, because that is when awareness matters most,” said Laurie Slater, senior vice president of MarComm and Physician Business Development at Tampa General. “Seeing the results reinforced just how powerful a bold, well-placed message can be in building lasting trust with our community.”
Tampa General Hospital’s Wallace Trauma Center is the Tampa Bay region's only ACS-verified Level I Trauma Center for both adults and children. It is the first in Florida to achieve dual verification from the American College of Surgeons. The designation reflects a depth of expertise, infrastructure and 24/7 readiness that sets Tampa General apart from other hospitals pursuing similar credentials in the region.
That brand strength extends beyond clinical distinction: Already this year, Tampa General was named a 2026 NRC Health Best in Brand Winner, a national honor awarded to only 10 health systems in the country. It recognizes the trust and confidence that Tampa General has earned with the patients and communities it serves.
See the full “Region’s Only Level I Trauma Center” 3D billboard spot here.
The Healthcare Marketing Impact Awards are chosen by editors and reporters with Modern Healthcare and Ad Age. Judges focus on creative, purposeful campaigns that garner instant attention and generate results. The awards are open to organizations that fall within three client types: Providers/Insurers, Suppliers/Vendors/Pharmaceutical and Advocacy organizations. Campaigns across all formats were eligible. They must have been produced and run between Jan. 1, 2025 and July 1, 2026.