NYC buildings will go ‘Amazon Orange' tonight in attempt to land company’s second HQ

New York City's buildings will "go orange" tonight in hopes of impressing Amazon

The Empire State Building and One World Trade will light up orange tonight in a last-ditch effort to woo Amazon execs before the retail giant ultimately decides which city its second headquarters will call home.

Seattle-based Amazon announced its plans to open a second headquarters in North America last month, and since then a number of cities have been vying to prove that they’re worthy contenders for what the company is calling HQ2. The deadline for bids is Oct. 19, and Amazon is expected to announce the winning city sometime next year.

In typical grandiose fashion, New York City is making a number of its buildings “Amazon Orange” tonight in hopes of showing the company that it’s serious about its bid. In addition to the Empire State Building and One World Trade, buildings including 4 Times Square, 1 Bryant Park and Bloomberg Tower will light up orange as well as a number of digital billboards, screens and LinkNYC kiosks.

“The case for bringing Amazon’s new headquarters to New York City is simple: we are the global capital of commerce, culture and innovation," said New York City Mayor Bill de Blasio in a statement. "No city has stronger talent, greater diversity or a more dynamic economy. We welcome today’s show of support from institutions, businesses and civic leaders united behind the city’s bid.”

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Minda Smiley

Minda Smiley is a senior reporter at The Drum covering brands. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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