To say that Times Square is no stranger to advertising might be the biggest understatement one could ever utter. The signage in the area alone is world-renowned, and Times Square is also the venue of choice for alternative media stunts aiming for big-time exposure.
There’s the exposure to the crowds of people who move through the intersection, of course, but there’s also the proximity to TV news studios. A really smart stunt has a good chance of being picked up by one of the network morning shows.
Back in May, Times Square as a stage for alternative media stunts got a major boost when the city of New York blocked vehicle traffic on Broadway between 42nd and 47th streets, turning the strip into a pedestrian plaza.
The advantage for advertisers is twofold. They have more room in which to execute stunts, and pedestrians are no longer distracted by the blur of whizzing cabs and the clang of traffic. They can devote that much more attention to those stunts.
To find out how to get your client’s message out on the pedestrian mall of Times Square, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Grabbing the attention of consumers by staging alternative media stunts in Times Square.
Who
Any out-of-home vendor experienced in the use of street teams can pull off a rudimentary campaign in Times Square. More sophisticated campaigns are done by only a handful of vendors.
How it works
The pedestrian mall was established by the city back in May. The traffic that used to whiz down Broadway has been rerouted. A second, smaller pedestrian mall has been created just to the south in Herald Square.
Before the malls were established, staging an alternative media stunt was challenging. If it was a sidewalk stunt, there was the problem of crowds. With so many people walking shoulder to shoulder, they were hard to stage and even harder to get noticed.
The more elaborate campaigns were set up in the islands where Broadway crosses Seventh Avenue, but they were logistical nightmares to set up because of the heavy traffic.
Imagine the work that went into staging a beach scene, as USA did last year for the season premiere for “Burn Notice,” that called for creating a 50-ton sand sculpture that included the likenesses of characters from the series.
Among other stunts, ION network earlier this year constructed the world’s largest cardboard moving box, filled with 2,800 cubic feet of biodegradable packing peanuts, to promote the show “Durham County."
More recently, the syndicated show “Legend of the Seeker” set up a battered SUV with a nine-foot sword pierced through it and the words “The Seeker was here” painted on the side. A street team and members of the show’s cast were on hand to promote the show to passersby.
And WE tv has become known for its annual bride-themed stunts in Times Square to promote its series “Bridezillas.” This year’s event featured five brides saying their “I dos” to GIs on Military Island, in the center of Times Square. “American Idol” finalist Melinda Doolittle sang for their first dance.
The pedestrian malls are really now in the test stage. At the end of the year the mayor’s office and the city's Department of Transportation will decide whether to make them permanent or once again open those streets up to traffic.
The city must decide whether the benefits of the malls, such as increased business for local retailers, for example, outweigh the inconveniences caused by rerouting traffic from one of the city's major arteries.
Permits are required for stunts in the pedestrian mall. While some may try to get around it, there's the risk of getting escorted off if they're caught.
Markets
New York City
Numbers
In 2008 the busiest point in Times Square was the southwest corner of 7th Avenue and 44th Street, according to the Times Square Alliance, a local merchants group. On Wednesdays it averaged 134,711 people, with 127,445 on Saturdays. Overall, Times Square sees more than 500,000 pedestrians on an average day.
How it is measured
Traffic counts are used to estimate impressions, as are visits to the advertiser's web site and stories on the stunt that appear online, in print and on TV and radio.
The ultimate goal is to be picked up by shows like ABC's "Good Morning America," whose studios are close at hand, either with a dedicated segment or a visual as the show's cameras pan the streets.
What product categories do well
Frequent advertisers include entertainment, Broadway shows, broadcast and cable TV networks, and magazines.
Demographics
According to the Times Square Alliance, the annual spending potential in Times Square is $1.2 billion. About $560 million of that is from visitors/tourists, with $460 million coming from area employees and $173 million from residents. About 51 percent of area employees have an annual income of $75,000 or more.
Making the buy
A guerrilla campaign employing a street team handing out fliers and samples can run as low as $20 per hour per street team member.
The low range for an event, where a set is created, begins at $50,000 and can go way up from there.
Who’s already in Times Square
Recent or current advertisers include USA’s “Burn Notice,” WE tv’s “Bridezillas,” Ion, Yahoo, Cosmopolitan, Univision and ABC Studios.
What they’re saying
“The pedestrian plazas have opened up opportunities, provided you follow the rules. You could never do something in Union Square or Central Park without a permit and last too long. But there’s nothing else like Times Square, it’s the center of the city. Clients love it because of the backdrop. The press release can say the event is in the heart of Times Square, and it’s very hard to compete with that backdrop. It’s also easier to get press to Times Square.”–
Jonathan Margolis, president at michael alan group
Web site info
Times Square Alliance
http://www.timessquarenyc.org
Times Square Advertising Coalition
http://www.timessquareadcoalition.org
michael alan group
http://www.michael-alan.com
Brand Marketers
http://www.brandmarketers.com
Mango Moose Media
http://www.mangomoose.ca
Attack! Marketing
http://www.attackmarketing.net
Clear Channel Spectacolor
http://www.spectacolor.com
Sherwood Outdoor
http://sherwoodoutdoor.com
P.R.omotion
http://www.pr-omotion.com
WOW Factor
http://www.wowfactor.net
ABC New Media Sales
http://www.abcfullcircle.com
Illuminations
http://www.illuminationsllc.com
Times Square2 (Reuters Sign and NASDAQ Tower)
http://www.timessquare2.com
MTV 44½
http://www.mtv445.com
Lightyear Media
http://www.lightyearmedia.com
