Finding Love at Any Cost: Lisa Catalano’s Billboard Romance Campaign

In a world dominated by dating apps and fleeting online connections, Lisa Catalano has taken a boldly different approach to finding love. The 42-year-old vintage clothes retailer from San Mateo, California, is investing significant resources into renting twelve digital billboards along Highway 101, stretching 45 miles between Santa Clara and San Francisco. These billboards advertise her availability for marriage to any commuter ready for commitment, directing interested parties to her personalized dating website, “MarryLisa.com.” This unconventional method represents Catalano’s determination after her last relationship ended in April, followed by numerous disappointing experiences with dating apps. “I’m putting myself out there,” she explains with a laugh, though she chooses not to disclose exactly how much her campaign is costing. What’s clear, however, is her sincerity: “This is not a joke. It’s not a gimmick. This is a serious, self-funded endeavor. I just want to find my husband.”

Catalano’s billboard strategy employs dynamic pricing, meaning she pays different amounts depending on factors like time of day, location, and market demand. Not limiting herself to highway advertisements, she’s also secured ad space atop taxicabs throughout the region, further expanding her reach to potential suitors. While her approach has attracted criticism from online detractors who’ve labeled her “insane” and “delusional,” Catalano remains undeterred. Her billboard campaign launched on September 2nd, and despite the significant financial investment, she’s focused on the potential reward—finding a life partner. The website she created allows interested men to apply to be her match, effectively turning her personal search into a curated selection process that bypasses the frustrations of traditional dating platforms.

Interestingly, Catalano isn’t alone in her willingness to invest financially in finding love. She joins a growing trend of singles who are throwing money at their relationship challenges, hoping for meaningful returns. Eve Tilley-Coulson, a corporate litigation attorney from Los Angeles, previously offered a $5,000 “referral fee” to anyone who could help her find “the one.” Similarly, Mohamed Ibrahim, a New Jersey man, has purchased billboard space—including in Times Square—in his search for a soulmate. These public declarations represent a shift away from dating apps toward more direct, attention-grabbing approaches that cut through the digital noise. For many, like Catalano, this investment seems worthwhile compared to the emotional toll of unsuccessful app-based dating experiences that often lead nowhere substantial.

Despite her unusual approach, Catalano’s requirements remain relatively straightforward. She’s seeking a man between 35 and 45 years old who shares her religious and political beliefs and maintains a health-oriented lifestyle. With a smile, she adds that a resemblance to actor David Duchovny wouldn’t hurt. Her website outlines several “non-negotiables,” including a commitment to monogamy and having “no criminal record” and a “non-violent personality.” These criteria reflect her serious intentions—she’s not looking for casual dating but rather a lasting commitment. The billboard campaign serves as both a filter and an attention-grabber, designed to attract men who appreciate her boldness and share her desire for a meaningful relationship.

The financial aspect of Catalano’s search raises interesting questions about the value we place on finding love. While dating apps charge monthly subscription fees, Catalano has chosen to invest significantly more in a campaign that reflects her personality and demonstrates her commitment to finding the right partner. Her approach challenges conventional wisdom about how we should pursue relationships and suggests that some people are willing to prioritize finding love over financial considerations. When asked about the costs, Catalano remains unconcerned, focusing instead on her ultimate goal: “I want to fall in love. I want to get married and start a family.” This sentiment reveals the emotional investment behind her financial one—the billboards represent not just a dating strategy but a heartfelt hope for connection.

Catalano’s billboard campaign symbolizes both innovation and a return to more direct forms of courtship. Before dating apps dominated the romantic landscape, people often relied on community connections, personal advertisements, and chance encounters to find partners. Her approach modernizes these traditional methods by utilizing digital billboards and a custom website, combining old-fashioned boldness with contemporary technology. Whether or not her campaign leads to marriage, Catalano has already succeeded in one respect—she’s taken control of her romantic destiny rather than waiting for algorithms to determine her future. Her parting words capture both the optimism and determination that fuel her unusual search: “He’s gotta be out there.” For Catalano and others willing to invest in finding love, the traditional paths have proven insufficient, leading them to create their own routes to romance, regardless of cost or public opinion.