DaimlerChrysler's Dodge Division and Universal Studios will blanket the complex's train station April 1, hoping to catch the eye of a majority of New York and New Jersey commuters.
The estimated $500,000 buy with Transportation Displays Inc. will result in some 137 ads at the World Trade Center being displayed through May.
The buy of TDI's "station domination" package is the latest phase of Dodge and Universal's integrated co-marketing campaign for spring; magazine ads and TV spots broke earlier this month (AA, Jan. 11).
Station domination includes standard transit boards but also features floor graphics, wall posters, backlit signs and oversize banners.
The campaign, from BBDO Worldwide, Southfield, Mich., promotes "The New Dodge Great Rides"-such models as the Avenger, Grand Caravan and Intrepid-along with Universal's Popeye, Dudley Do-Right and Spider-Man characters and the various rides at Toon Lagoon in the theme park's Islands of Adventure in Orlando.
PentaCom, BBDO's dedicated buying unit for DaimlerChrysler, handled the buy.
The station-domination concept was imported by TDI from its London operation, where it initially was used for Bristol-Myers Squibb Co.'s Clairol brand in 1997.
"It worked overseas . . . on the London Underground," said Brigg Dinley, VP-special projects and business development at TDI. "We turned Bond Street into 'Blond Street.' "
OTHER CITIES TARGETED
Ms. Dinley said similar plans are in place for 30th Street Station in Philadelphia, which will get its first client in October, another automotive marketer that she declined to name. That same client will also buy such space in two New York stations. The same kind of package has been sold for five Marta stations in Atlanta, for an undisclosed client.