Get Outta Town!
The Grand Central-Times Square 42nd Street Shuttle’s newest “wrap” is the “I Love NY” logo and images of tourism destinations in the Hudson Valley and on Long Island.
To promote taking the train to places easy to reach by Metro-North Railroad or the Long Island Rail Road, the MTA and I Love New York are partnering for the first time on a fall and winter tourism campaign.
The MTA carries eight million people every day, making it the perfect vehicle to promote everything New York State has to offer tourists and residents. The tourism campaign is funded by the State’s tourism budget with no additional cost to the MTA or straphangers.
The “wrap” will be expanded to several cars each on the LIRR and Metro-North.
In addition to the visibility of wrapped subway and rail cars, the I Love New York campaign also will use other MTA advertising assets including 6,400 ad posters in platforms, trains, subways and buses; video advertising at more than 100 subway entrances in Manhattan that are equipped with Digital Urban Panels and the four digital billboards in Grand Central Terminal’s Main Concourse and passenger areas in LIRR’s part of Penn Station.
This unprecedented deployment of promotional materials throughout the MTA network is part of Governor Andrew M. Cuomo’s $60 million commitment to encourage travelers to explore the Empire State.
The campaign will concentrate on the millions of New Yorkers and others who ride the MTA’s subway, bus and commuter railroad network every day, encouraging them to “get outta town” and visit the wineries, museums, historical sites and outdoor attractions located throughout the service areas of Metro-North and LIRR.
Promoting leisure travel throughout MTA’s 12-county service territory will boost ridership and tourism, according to Thomas Prendergast, Chairman and CEO of the MTA.
Empire State Development President, CEO & Commissioner Kenneth Adams noted that tourism is the fifth largest employer in the state of New York, supporting more than 700,000 jobs and generating tens of billions of dollars in revenues for the state and businesses.
The fall campaign also features four, 15-second TV ads in 10 markets across the region and out of state, airing during early morning national broadcasts, and on local news, sports, and cable networks. They feature scenes of New York’s breathtaking fall imagery which will lead into harvest, holiday and winter sports experiences in the state. The month-long campaign was launched October 21 at a news conference in Grand Central Terminal.