In its second decade on Broadway, MAMMA MIA! hit the streets with this sexy and playful campaign. Ads were placed at subway exits...
…at phone kiosks...
…bus shelters...
…at parking garages...
…and both bus wraps...
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…bus sides.
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This multi-panel back-lits brought the party to the Times Square subway station.
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Knowing we had a captive audience at Baggage Claim, travelers were encouraged to purchase tickets while they waited for their bags.
MAMMA MIA! greeted travelers at the American Airlines Terminal at JFK.
Since MAMMA MIA! is especially popular with foreign tourists, messaging was provided in many different languages.
The exit doors at the Winter Garden Theatre were utilized as both a billboard and a photo-op area.
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