By Bill MickeyCHAR(13) + CHAR(10)CHAR(13) + CHAR(10)
This past summer, New York
publisher Larry Burstein took the magazine into the subways of New York City with a guerrilla marketing campaign that, after one month, boosted newsstand sales by double digits and shot Web traffic through the roof. CHAR(13) + CHAR(10)
The magazine went through a three-phase relaunch in the fall of 2004 and Burstein, after letting his readers digest the new format, was ready to refresh everyone’s memory. With a budget of just under $1 million, Burstein needed something that went beyond traditional display advertising;it was the magazine’s first ad campaign in eight years. “To have a single image to represent a city and a magazine as dynamic as New York for a month would not communicate what we’re all about and how we change every day,” says Burstein.CHAR(13) + CHAR(10)
A partnership with agency Wieden & Kennedy
resulted in a month-long, “This Is New York” guerrilla-style campaign that coupled posters with live promotions. The posters, appearing in subways and kiosks, were changed daily with themes linked to current events. Live promotions tied to poster themes took place in the subways and at other locations. CHAR(13) + CHAR(10)
Posters featuring crossword puzzles were accompanied by staffers handing out pencils and paper versions of the puzzle to solve. A partnership with daycare centers and children’s organizations around the city coincided with posters listing prices of the city’s public and private schools with free chalk for kids to scribble “This Is New York” wherever they wanted. Promotional cards co-sponsored by advertiser Citihabitats were handed out, each with a key number that matched with winning numbers on New York’s Web site giving away one month’s rent.CHAR(13) + CHAR(10)
Early results are promising: New York’s Web site received a record number of page views, 26.5 million, up 80 percent over September 2004, while newsstand sales were up 14 percent in September as well.