Attention New Yorkers: if you take the shuttle between Grand Central terminal and the 42 St. Times Square stations, you will be bombarded by baseball.
The MTA will be wrapping the interior and exteriors of the shuttle train with MLB on TBS advertising, including giant action shots of players like Derek Jeter, Jorge Posada, Cliff Lee and Evan Longoria.
Inside, in what is being described as a first for the New York City Subway system, video screens inside the cars will promote the network’s playoff coverage during the short ride.
“Postseason in New York is always a big moment for sports fans, and this is an opportunity to excite the local fan base and launch a campaign that highlights iconic players in local markets,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming in a statement.
Sorry Mets fans, it looks like you will have to be a passive observer on this one. Maybe the subway will get that oversized R.A. Dickey cutout next year…
Turner Sports Ensures New Yorkers “Never Miss a Moment” During MLB Postseason Coverage on TBS
Campaign to Include MTA New York City Transit Times Square/Grand Central Shuttle Takeover Featuring First-Ever Sponsored Video Screens and Sports-Themed Subway Wrap
TBS, exclusive television home of all four of Major League Baseball’s (MLB) Division Series and the American League Championship Series (ALCS), is making sure MTA New York City Transit riders “Never Miss a Moment” of this year’s coverage through a comprehensive marketing campaign which kicks off Sept. 20.
The extensive outreach will feature an elaborate Times Square/Grand Central Shuttle subway takeover, with first-ever sponsored video screen footage and sports-themed head-to-toe wrapped design, all driving awareness for TBS’s exclusive coverage of the Division Series starting Oct. 6, followed by the ALCS on Oct. 15.
Riders of the Times Square/Grand Central Shuttle will have the opportunity to experience the excitement of MLB Postseason on TBS. Whether they are entering the subway station and spot one of TBS’s subway dioramas, or seated inside a branded subway car designed to capture the look and feel of a baseball stadium, fans will be surrounded by TBS messaging. Some of Major League Baseball’s most popular players like Derek Jeter, Jorge Posada, Evan Longoria, Joe Mauer and Cliff Lee, will adorn the fully-wrapped interior and exterior design of the subway cars. Riders will also experience video screens within the subway car, featuring up-to-date information on matchups.
To launch the marketing campaign, Turner Sports, MLB, CBS Outdoor, and the MTA will host a press event today at Grand Central Station in New York City, featuring Turner Sports Executive Vice President/Chief Operating Officer Lenny Daniels and MLB Executive Vice President, Business Tim Brosnan, along with TBS analysts Cal Ripken, Ron Darling and David Wells. Attendees will have the opportunity to check out the redesigned Time Square Shuttle and interact with the TBS announcers and executives, as it is all unveiled to subway riders.
“Postseason in New York is always a big moment for sports fans, and this is an opportunity to excite the local fan base and launch a campaign that highlights iconic players in local markets,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming.
“As people are commuting home and making decisions on what to do with their evening, Turner will reach millions of potential viewers in a creative way with messages about the excitement of the Postseason,” said Brosnan.
“The MTA is creating new, dynamic advertising opportunities utilizing the latest technology to both increase ad revenue and communicate better with our customers,” said MTA Chairman and CEO Jay H. Walder. “Inviting advertisers to “wrap” entire trains and the use of digital displays will generate a buzz among customers and advertisers alike.”
“We’re very pleased to be working with Turner and the MTA in this creative out-of-home campaign promoting Major League Baseball,” said Jodi Senese, Executive Vice President, Marketing, CBS Outdoor. “Utilizing both traditional transit messaging with more advanced digital signage, like video screens in the subway cars, CBS Outdoor has crafted a unique, lively promotion that demands your attention.”
TBS’s marketing campaign will extend beyond New York City to the national baseball community. The network’s multiplatform marketing campaign surrounding its exclusive MLB Postseason coverage will include a presence on national television, national radio, print advertisements in USA Today and Sports Illustrated, online promotion on Yahoo! MLB as well as across social media outlets, including Facebook and Twitter, and digital out-of-home billboards, spot television/spot cable ads, and radio traffic sponsorships in select target markets. The micro site, www.MLB.com/TBSHotCorner will feature dedicated footage and information for Postseason coverage. In addition, TBS is teaming up with GRAMMYÂ®-nominated artist Kid Rock to create an exclusive full length video featuring his soon-to-be released song “Born Free.” The video, which debuted earlier this month in National CineMedia theatres, includes exclusive footage from a recent concert outside of the singer’s hometown of Detroit, Mich. The song will be used throughout TBS’ marketing campaign for its MLB Postseason coverage including shorter versions of the video which began running earlier this month. It will also be used as a secondary theme throughout the network’s coverage, serving as the primary musical bed to enhance the network’s broadcast elements.
About The Metropolitan Transportation Authority (MTA)
The Metropolitan Transportation Authority of the State of New York is the largest public transportation agency in the Western Hemisphere and among the largest in the world. Each day, approximately 8.5 million people rely on the agency’s 5,000-square mile network of subways, buses, railroads, paratransit vehicles, bridges and tunnels spanning 14 counties in two states. MTA New York City Transit carries 7.5 million people per day on its network of subways and buses.
About CBS Outdoor
CBS Outdoor, a division of CBS Corporation (NYSE: CBS.A and CBS), is one of the largest out-of-home media companies in the Americas, with a major presence throughout North America in the United States, Canada, Mexico; and in South America (Brazil, Argentina, Chile and Uruguay); and has a significant presence in the United Kingdom with additional opportunities across Europe. With both traditional outdoor and transit advertising properties, this division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets. For more information, visit https://www.cbsoutdoor.com.
About Turner Sports
Turner Sports, a division of Turner Broadcasting System, Inc., presents some of the best and most popular sporting events worldwide and is a leader in televised and online sports programming. With events airing on TBS, TNT and truTV, Turner Sports’ line-up includes NASCAR and NASCAR.COM, the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Tournament, professional golf, PGATOUR.COM and PGA.com. Turner Sports’ diverse portfolio also offers a collection of mobile Web sites and apps featuring NBA, NASCAR and professional golf content, along with Turner Sports’ first branded consumer product, SportsNOW. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA LEAGUE PASS Broadband, NBA Mobile, NBADLEAUGE.com and WNBA.com.
TBS, a division of Turner Broadcasting System, Inc., is television’s top-rated comedy network and is available in 100.1 million households. It serves as home to such original comedy series as My Boys, Are We There Yet? and Tyler Perry’s House of Payne and Meet the Browns; the late-night hit Lopez Tonight, starring George Lopez, and the upcoming late-night series starring Conan O’Brien; hot contemporary comedies like Family Guy and The Office; specials like Funniest Commercials of the Year; special events, including star-studded comedy festivals in Chicago; blockbuster movies; and hosted movie showcases.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.