NYC & COMPANY
This Cobranded global campaign was designed to bring families from around the world to New York City. We achieved over 2 billion media impressions contributing to a 14% increase in tourism.
It’s been one of Paramount’s most successful partnerships in leveraging the power of our Intellectual Property in an authentic way. The Teenage Mutant Ninja Turtles have been around a while so there’s a multigenerational appeal. And of course, they are true New Yorkers, born and bred.
City/Mall
Taxi :30 “Comic Book”
Airport
Comic Book
We stayed true to the Turtles’ comic book origin in our first campaign and leveraged its multi-panel style to integrate key client asks. Each borough got its own story focusing on a key landmark or experience. Story and dialogue were carefully curated for character consistency.
Initially, the work was created for Out-Of-Home and digital placements. But in the final stages of production, a last minute ask came in. Leveraging the awesome talent of Greg Cipes (the voice of Mikey) and the assets we had, we created a TV spot to run in NYC Taxi Cabs.
Placements included billboards, bus shelters, LinkNYC kiosks, postcards, digital banners, social media, dioramas in shopping malls across America, posters throughout NYC airports welcoming new arrivals and Taxi TV.
Taxi :30 “Tour Guide”
City/Mall
Tour Guide
For this campaign, we invited families to “join” one of the turtles on his perfect day in NYC. We aligned key attractions to each turtle’s personality and took a mixed media approach to bring it to life. Families were prompted to send a text to one of the turtles for a downloadable version of his personal guide to NYC.
In partnership with the Long Island Rail Road, we developed content for both trains and stations. Again, we tapped into the creative talent of Greg Cipes, “Mikey” to take over the Train’s PA system to give some Ninja advice on train behavior.
With the Staten Island Yankees, we took over their stadium with banners, billboards and a special cut of the TV spot.