The New York Times takes over entire subway train with subscription promo
The massive push highlights its full suite of products, from Wirecutter to Wordle.
The New York Times has transformed the shuttle subway train that runs between Times Square and Grand Central Station in New York City.
Users of the service will be immersed in environments representing the full suite of Times products – spanning news, gaming, cooking, sport and audio – in the 90 seconds that it takes to travel between the two stations.
In one activation promoting The Athletic, people will get to feel what it’s like to go inside the game like a journalist by exploring the locker room of The New York Giants. Another activation takes the style of a kitchen as it promotes its recipes section.
Amy Weisenbach, senior vice-president and head of marketing at The New York Times Company, said: “New York is our home base and in our name, making The Times an integral part of this great city. As a result, New Yorkers have a lot of pride and stake in our journalism, but they don’t always know everything about us.
“We’re looking to change that by bringing New Yorkers beyond the front page they think they know and putting our full suite of products on display. By showing up within the subway, we hope to surprise subscribers, readers, home cooks, solvers and sports fanatics and give them a new way to use The Times for their commute and in their everyday lives.”
The work is an extension of The Times’s ‘All In’ campaign and will run until September 10.