Thomson Reuters Takes Over Grand Central Station
'Hyper-Mega' Campaign Targets Business Commuters
By Kate Maddox
In an effort to reach its target audience of influential business executives in New York City, Thomson Reuters is taking over Grand Central Station with a month-long campaign.
The takeover, which begins today, includes billboards, videos, mobile and social, and is part of Thomson Reuters' "The Answer Company" campaign, which launched last year. The push was created by TBWA/Chiat/Day, New York.
"The Grand Central Station takeover is the first execution we have developed, in conjunction with TBWA, that we call 'hyper-mega,'" said Stephen Sonnenfeld, VP-advertising and brand integration at Thomson Reuters.
"We are delivering a very concentrated message to a very targeted group of people within a very specific geographic environment," he said. "This makes the best use of our media budget and puts our presence directly in front of the people who are most important to us."
Those people are business professionals who work in the four core industries Thomson Reuters serves: legal, risk management, tax and accounting, and media.
"The core of our brand challenge is to really get people to understand the scope of what we do as a company," Mr. Sonnenfeld said. "We have a fair amount of people who may know us well in a particular industry, but may not know what we do in other industries."
Thomson Reuters is taking over all of Grand Central Station's ad inventory for the month of September, and will blanket the terminal, tunnels and train station with billboards that ask questions "that are keeping our target up at night," Mr. Sonnenfeld said. .... "