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New York State is taking over the very crowded Grand Central-Times Square shuttle to show New Yorkers the nature awaiting them just outside the city.
The state tourism organization launched a fall and winter ad campaign on Monday. The first signs of the campaign are the large images of the Adirondack Mountains and grapes from upstate wineries that adorn the S train.
In the coming weeks, New Yorkers and visitors will see 6,400 ad posters on subway platforms, buses, Metro-North and Long Island Rail Road trains. Videos will also be played in passenger areas of Grand Central and Penn Station.
A subway wrap is one of the most expensive advertising options offered by CBS Outdoors, which also handles the advertisements seen on buses, commuter trains, and highways. Last February, CBS Outdoors quoted the advertising space on the S train at $300,000.
The big marketing push comes after New York Governor Andrew Cuomo announced the launch of a $60 million tourism campaign, the largest in decades, in May.