NYC retains LeadDog for $1.4m Summer Streets brief

NEW YORK: New York City's Department of Transportation has re-hired LeadDog Marketing Group for a seven-figure contract to promote its Summer Streets program.

NEW YORK: New York City's Department of Transportation has re-hired LeadDog Marketing Group for a seven-figure contract to promote its Summer Streets program.

The integrated marketing agency is the longtime incumbent on the program. Its new contract is worth more than $1.4 million.

LeadDog will be required to develop branding for the event and to create and implement a communications plan, according to a New York City Department of Transportation representative. It will also manage programming and event-management plans and recruit and coordinate partners and volunteers. The contract also includes a material-development component.

During Summer Streets, New York City opens nearly seven miles of roadway for people to play, walk, or bike on. The goal of the initiative is to encourage New Yorkers to use sustainable forms of transportation. The event is scheduled to take place over three consecutive Saturdays in August. Last year, more than 250,000 people participated in the program, according to Transportation Department data.

A representative from LeadDog did not return a request seeking comment.

In February, New York City's Department of Transportation hired Burson-Marsteller subsidiary Proof Integrated Communications for a three-year, $7.5 million contract to launch public safety and sustainable transportation education and media campaigns. 

Proof is developing public awareness strategies, conducting market research, and creating campaign themes, websites, and smartphone apps to promote safe streets as part of the contract. The Transportation Department's strategic plan calls for a 50% reduction in traffic fatalities by 2030.

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