In recent years, the U.S. Department of Agriculture (USDA) has been trying to raise awareness of the Asian Longhorned Beetle (ALB), an invasive insect species that has been destroying trees in parts of New York and New Jersey. The most prolific way of spreading the insect is through the transportation of ALB larvae-infested firewood from quarantined zones to non-quarantine areas. As a result, the USDA enlisted the help of the Lindberg Group to develop an ad campaign to educate homeowners in the New York City metro area, including northern New Jersey,  about the problems associated with moving firewood.

Given the limited budget that was available to work with and overall cost of advertising in the New York market, the Lindberg Group developed a media mix that included cost-effective transit advertising, community newspapers and ad buys on local radio and cable television systems. The Lindberg Group negotiated with New York City cable providers to secure a high repetition ad buy on the YES Network to coincide with Yankee games. For radio, the Lindberg Group arranged for ad flights on country and adult contemporary stations that reached the quarantine areas in and around New York City. Due to the high cost of buying ads on the New York subway system, the Lindberg Group opted for heavy concentrations of ads on New York City buses and on commuter train platforms in the quarantine zones, including Brooklyn, Queens and parts of Long Island. Finally, the Lindberg Group was able to negotiate ad placements reaching millions of readers through community newspapers in Manhattan, Brooklyn, Queens, Long Island and the northern counties of New Jersey for a fraction of the cost of buying the New York Times, New York Daily News or the New York Post.