New ads for a soon-to-open arcade and amusement complex on 42nd Street promote it as the place where "anyone can score."
With taglines such as "A handful of quarters can still get you pretty excited on 42nd Street," "Byte me" and "Get some action," the $250,000 outdoor campaign starting this week for Broadway City plays off Times Square's once seedy reputation.
The agency is Balet & Albert, New York.
NEW YORK STATE OF MIND
Gillian Simon, creative director for Broadway City, said she wanted the campaign to capture a sense of fun and entertainment, but still reflect a New York state of mind.
"It has a New York attitude," she said. "It is eye-catching, sarcastic, on edge, and it makes you laugh."
The slogans, in bold, black type set against fluorescent orange backgrounds, will appear on posters mounted on phone kiosks, sides of buildings, boards on trucks known as "street blimps" and free postcards.
"There's no denying that 42nd Street has changed. But you can still have a good time here -- it's just a different kind of good time," said Mark Balet, the agency's creative art director.
BROOKLYN BRIDGE REPLICA
The arcade's interior will mimic turn-of-the-century New York, complete with cobblestone streets, a replica of the Brooklyn Bridge, an Empire State Building elevator bank and an 8-foot Statue of Liberty head.
But Mr. Balet didn't want to dwell on the "old New York" theme in the ads.
"Everybody is looking for a new place to go," he said. "The campaign is bright and noticeable and speaks to both tourists and city dwellers who want to see