-By Katy Bachman

In an out-of-home first, CBS Outdoor unveiled the first high-definition 3-D projection display in New York City's Grand Central station. 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 Monday (Feb. 1) and will run the entire month. Spots are shown daily from 11:30 a.m. to 1:30 p.m.

CBS Outdoor created the display in partnership with N4D. 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, vp 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."