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History wraps NYC subway cars to promote "Cities of the Underworld"
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History (formerly known as the History Channel) is promoting the third season of its show, "Cities of the Underworld," with a full exterior and interior wrap of a New York City subway, reportedly a first. The temporary vinyl wrap of the 42nd Street Shuttle #3 line was unveiled at Grand Central Station.
The wrap was executed by CBS Outdoor and Horizon Media, who partnered with the Metropolitan Transportation Authority and New York City Transit for the OOH advertising campaign. The content plays on the shuttle's subterranean visual context to draw attention to the show, which explores the sewers and labyrinthine tunnels hidden under many major cities.
The New York Times reported that such wraps can cost $75,000 per car.
In addition, narrow advertising stripes, about 2 ft. high, will run the length of subway cars on the 1, 3, 4 and 7 lines for the History series.
Previously, CBS Outdoor wrapped entire NYC subway cars, but never the whole train. One such wrap, for Westin Hotels, converted the interior of the cars into a Westin suite, highlighting the chain’s comforts. The wraps can be coordinated with OOH elements in subway stations, including wraps of the furniture on platforms and temporary signage that can include electronic displays wrapped around columns.
Vehicle wraps in general are an increasingly popular OOH platform. In Southern California, outdoor media firm Media N Motion wraps tanker trucks that travel specified routes along the L.A. freeways. The fleet is deployed 1 to 20 hours a day, six to seven days a week, ensuring virtually constant visibility. Each tanker truck records its position via GPS every 15 minutes, giving advertisers data on ad exposure.
The GPS data indicates not only the route followed, but heavy traffic areas where the trucks slow down, thus increasing viewing likelihood.
Video advertisements in tunnels, as currently appear in Boston and London, are also expected to be installed in the early part on 2009 in the shuttle line. Riders will be able to view a full-motion video through the windows of the car as the train moves.
In areas of high traffic but little advertising space (like the No. 1, 2 and 3 platforms in Times Square), the transportation authority is examining projection technology.
The New York Times also reported that, in 2008, the transportation authority projects it will receive $125 million from advertising, almost all of it from CBS Outdoor, which handles all the authority’s advertising real estate. That is up from $38 million in 1997 and $109 million in 2007. The authority hopes to raise its advertising revenue by 25% in the near future.
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