A big chill is expected to hit the Big Game, and the Scottsdale Convention & Visitors Bureau is reminding frozen fans and New York commuters that Scottsdale, Ariz., is the place to warm up this winter.
Images of Scottsdale views are featured on 50 digital boards at major subway entrances in New York City during Super Bowl Week with a not-so-subtle reminder that the forecast for next year’s Big Game is sunshine in Scottsdale.
In addition, starting Feb. 3, three wrapped subway cars will run for a month. Commuters riding the 42nd Street subway, or the “S” shuttle, will find themselves soaking up the sun in the Sonoran Desert, relaxing by a Scottsdale pool or taking a casual stroll along the fairway. The exteriors and interiors of three subway cars will be wrapped with a few of Scottsdale’s unique tourism assets: Native American heritage, resort and spa, and golf. Each advertisement will direct riders to Scottsdale Escape.
The chosen line connects Grand Central Station and Times Square, the two busiest subway stations in the country. Each day, 100,000 riders will spend their daily commute surrounded by iconic images of Scottsdale, totaling more than 36.6 million impressions during the campaign’s duration.
This is the second year the bureau has wrapped the New York subway. Due to the campaign’s success, the bureau also is employing additional outdoor impact advertising in another top visitor market for Scottsdale – Chicago.
Chicago commuters will enjoy sunny Scottsdale views on two wrapped cars on the L-train, a line that connects to Chicago O’Hare International Airport. Also, when riders step into Union Station, Scottsdale images on nearly 100 advertising assets will remind them of what they are missing out on – 330 days of sunshine and 72 degree average winter temperatures. Together, these assets total more than 7.8 million impressions.