The new effort will target 18- to 34-year-olds with in-theater ads running on 3,000 movie screens in 30 markets. The new campaign is slated to break first in movie theaters in April and then will include spot TV, radio and print.
Billings were not disclosed.
This is a new piece of business for Gotham, which was awarded the account without a review. Mad Dogs & Englishmen, New York, was the previous agency.