THE ECONOMIST LAUNCHES DIGITAL OUT OF HOME (dOOH) CAMPAIGN IN NEW YORK CITY
Interactive campaign will target the globally curious on their daily commute
NEW YORK, NY, November 15, 2016 -- The Economist, a leading source of analysis on international business and world affairs, today announced that it will launch a digital Out of Home (dOOH) campaign in New York City as part of its expanded marketing programs in the US market.
The campaign will use the MTA’s ‘On-the-Go’ digital network, which is managed by Intersection and New Tradition Media, and will surface The Economist’s post-election content to globally curious consumers on their commute. Eighteen interactive screens, at five subway stations across the city, will run fully interactive ads that encourage consumers to tap the screen or send a text, to receive free Economist content delivered direct to their phone or desktop computer. The ads will run for fifteen seconds every two minutes, and the campaign will run daily for four weeks beginning today.
The creative was developed by Promixity London and stresses The Economist’s trustworthy content and analysis. Rapport US, an IPG Mediabrands Out of Home (OOH) agency based in New York City, led the media buy, which will target prospects at stations where globally curious individuals travel. These include:
- Fulton Street/Brooklyn Bridge
- City Hall
- 68th Street/Hunter College
- 33rd Street/Herald Square
- 14th Street & 8th Avenue
“The MTA’s ‘On-the-Go’ screens impressed us with their ability to provide quality audience, dwell time and interactivity, which will help us drive subscriptions across the US” said Mark Cripps, executive vice president, Brand & Digital Marketing at The Economist.
"As we ramp up our marketing efforts in the US, this activity in New York City is an important piece of our digital marketing plans to drive awareness of The Economist brand and increase subscriptions” said Mark Beard senior vice president, North America at The Economist.
"This is an exciting evolution of our work with The Economist that perfectly marries their unrivalled analysis with our audience’s immediate context – not just reflecting their environment, but responding to the big questions they’re asking right now" said Darren Burnett, Planning Director EMEA at Proximity.
"We’re excited to partner with Intersection to help The Economist deliver their incredible content to thousands of NYC subway riders. The ‘On-the-Go’ network is much more than an ad platform or notification system. It’s a unique, interactive experience, showcasing our ability to achieve customer acquisition and the evolution of Out-of-Home” said Vince Mastria, Partner at New Tradition Media.
“We are thrilled to be working with The Economist, a cutting edge deliverer of news on a global scale. The Economist is able to effectively use the ever-evolving technologies in OOH to deliver their message to the right people, at the right time and in the right place through the ‘On-the-Go’ Network. The two media formats complement each other and work in synergy perfectly” said Frank Guerriero, Associate Media Director at Rapport NY.
About The Economist (www.economist.com)
With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.
About Proximity London (www.proximitylondon.com)
Proximity is an all-round creative agency always coming up with big ideas for beautifully effective campaigns across every channel from direct to digital, social to mobile. We’re well established and successful, just like our clients. They trust us and we are proud of our long term relationships. We’re part of a global network of 67 offices and over 2,500 people. But we grew big by keeping it small. After all, our business is building 1 to 1 customer relationships. Maybe that’s why our clients say we provide ‘personable, small-agency style service,’ backed, of course, by enviable resources. We are also proud to be part of BBDO Worldwide, which has been ranked the global network of the year, every year, since 2006.
About New Tradition Media (www.newtraditionmedia.com)
New Tradition Media is one of the fastest growing media companies in the United States, providing out-of-home advertising to national clients and agencies. We believe in honoring the tradition of out-of-home advertising while promoting new technologies and innovation. We stand apart from our competition with our unmatched commitment to developing premium signage and our deep-rooted experience in the out-of-home media industry. Our reputation is built on more than 45 collective years of experience. Our company’s corporate roots can be traced back to the founder’s success at JCDecaux, Van Wagner and Titan Worldwide. Our media portfolio and products go beyond advertising displays, instead, they are platforms that allow us to create an experience for our valued partners. We view the out-of-home landscape as a canvas for delivering messages and sharing ideas.
About Rapport (www.rapportww.com)
Established in London during 1989 with a mission to revolutionise Out-of-Home (OOH) media planning, Rapport has since evolved into a global business. Part of the IPG Mediabrands family with offices around the world, we are at the cutting edge of today’s expanding OOH landscape. We’re still made of all the stuff that fuelled Frank Lowe’s original vision: creativity, client-service and business know-how. But today that is complemented with a deep understanding of digital, data and emerging technologies that puts Rapport at the forefront of a new results-focused age in OOH media planning. It’s a blend we like to call ‘Rewarding Connections’.