Takin' it to the Streets

Just as the lights of Broadway came back on in mid-September, Frontier Dental Laboratory was there front and center, unveiling its consumer-facing billboard in the middle of Times Square. Positioned alongside luxury brands like Ray Ban and Polo and timed to also coincide with New York Fashion Week, the billboard directs consumers to thefrontiersmile.com. The website promotes the esthetic advantages of porcelain veneers and visitors can upload a selfie to get a simulated “Frontier Smile” and be connected with a cosmetic dentist.

“Our goals are to educate and entertain the dental consumer; promote veneers as a luxury item much like a Lexus, Gucci or Tiffany; and build our brand and business for our clients. It was a very proud moment to see our billboard in such an iconic location and to promote not only the Frontier brand but the entire dental laboratory profession,” says Gil Villavecer,...