NEW YORK: New York magazine is supporting an ambitious new ad campaign ? its first in eight years -- with both traditional media outreach and guerrilla marketing tactics.
The ad campaign centers on a series of constantly updated posters featuring the tagline, "This is New York." The posters, which will be in five New York City subway stations throughout September, will be replaced each weekday.
Serena Torrey, director of communications, said the posters would correspond to national and citywide events: On September 11, it will be an original column by Kurt Andersen on the rebuilding of Ground Zero; on September 22, the poster will reveal the calorie counts for popular foods at the Feast of San Gennaro in Little Italy.
She noted that the constantly changing nature of the campaign would be central to the magazine's media outreach.
"Because the creative in this campaign changes every day, it makes for a very easy story to tell to reporters," she said.
Keeping in line with the campaign's tagline, which Torrey said refers to both the magazine and the city, the department will employ some guerilla-type tactics.
To coincide with the first week of school for New York City students - and the poster centered on a back-to-school theme - the magazine will distribute chalk to children in the city so that they label city sidewalks with the campaign's tagline, in locations they think illustrate "New York."
Torrey said the communications department is asking those accompanying the children to take pictures of the drawings, which will be posted on the magazine's website and distributed to the media.
There will be other promotional events, but Torrey would not comment on the specifics. "There's an element of surprise that's important," she said.