CBS Outdoor unveiled the first high-definition 3-D projection display in New York’s Grand Central Terminal. And yes, the display, for Visa’s Go World campaign, requires special 3-D glasses, which are distributed on site by brand ambassadors.

The campaign, using Visa’s TV spots as the main creative element, launched February 1st 2010 and will run the entire month. Spots are shown daily from 11:30 a.m. to 1:30 p.m.

CBS Outdoor’s core business is in billboards and transport media and in many markets it also has other assets such as retail media, street furniture and airports. CBS Outdoor provides advertisers with coverage across vast geographies utilising multiple media forms within key markets. They created the display in partnership with N4D. N4D creates high quality, visually comfortable stereoscopic 3D content with patented creation process. They create and display content from a wide variety of sources applicable to many different markets.

To engage 70,000 daily consumers, the Visa display uses 3-D dioramas and more than 100 pieces of media elements placed throughout the Shuttle passageway. Even without 3-D glasses, the 3-D dioramas appear dimensional to the naked eye.

“CBS Outdoor is very proud to debut this revolutionary new step in outdoor advertising in one of the nation’s highest-profile locations: Grand Central station,” said David Lane, Vice President of digital media for CBS Outdoor. “And we’re thrilled to be doing so with Visa, whose ‘Go World’ high-definition 3-D commercials will create a one-of-a-kind brand experience as well as a show-stopping moment for millions of commuters.”

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