The campaign then went a step further. Not only were the real faces of New York retirement out in the world, photos and long form audio documentaries of select retirees were also prominently featured. People viewing the billboards could tune to a radio station to hear “Day One” stories as well as inviting people to join the retirement conversation at www.dayonestories.com. Every two months, the team refreshed the Midtown and Lincoln billboards with three new retirees, sharing their stories via a custom radio station housed on the Lincoln Tunnel billboard, as well as on the website.
The program was supplemented with additional billboards featuring a quote from each retiree’s radio spot. These billboards ran at the Lincoln Tunnel and on a billboard that could be seen when entering the Midtown Tunnel, rounding a holistic, engaging, relevant out of home program that captivated New Yorkers for nine months.
Markets: New York
Flighting Dates: The program began in late 2011 and will extend into late 2012
Out of Home Formats: Airport dioramas, bus shelters, digital newsstands, transit posters and bulletins (including the iconic Midtown Tunnel unit and digital Lincoln Tunnel unit)