For WICKED’s 10th Anniversary, we took over all the ads on the platforms in Grand Central Station.
While the 10th Anniversary was the main focus, it was important the spectacle of the show be prominent, too.
Grand Central’s Station Domination required over 150 pieces in multiple shapes and sizes.
Since many passengers would pass daily, it was important to vary and layer the creative to prevent “viewer fatigue.”
Site-specific messaging was included when possible.
Platform.jpg
Another Station Domination was installed at the 50th Street subway station - which is just steps from the theatre.
To increase walk-up ticket sales, maps were included to direct riders to the Box Office.
The 10th Anniversary campaign was throughout the city: on bus sides...
…subway stations, billboards and dioramas.
10th Anniversary media also reached commuters in their local Metro-North stations.
Another Station Domination greeted tourists at American Airlines terminal at JFK – complete with a photo-op.
The Front of House of the Gershwin Theatre got a refresh for the 10th Anniversary.
The Front of House was designed with multiple photo-ops, which audience members put to use before and after the show.
WICKED always maximizes unusual advertising spaces with a WICKED sense of humor.
WICKED has explored various bus ads: from entire bus wraps...
…to standard bus sides...
…as well as the unusually shaped “L” bus side.
WICKED was the first Broadway show to do Station Dominations in major public transportation hubs like Penn Station and Grand Central Station.
A WICKED-dominated stairwell in Penn Station.
Text-in campaigns were included in Station Dominations.
These 19 back-lit panels in the Times Square subway station reached both commuters and tourists alike in a spectacular fashion.
Early Station Dominations (like this one in Times Square subway station) focused on story-telling. At the heart of WICKED’s success is the compelling tale of these two women.
We included bold maps to the theatre on phone kiosks throughout the Times Square area to target tourists and encourage walk-up business.
The windows of the Official NYC Information Center was the perfect canvas to showcase WICKED’s two “witches.”
Commuters were targeted with Station Dominations. Like with this clock, I always like to customize the ads to take advantage of the environment.
As part of the Station Domination in Metropark, NJ, we boldly adapted the logo into a call to action.
Since most commuters will see a Station Domination on a daily basis (and twice daily), it’s important to vary the creative.
WICKED’s hot-air balloon soars across the United States.
WICKED’s hit-song was a natural fit for the side of the hot-air balloon.
When WICKED returned to San Francisco for an extended engagement, the city was blanketed in advertising: from trolley cars...
…to banners...
…taxi-tops...
…billboards...
…and an enormous Station Domination of the Powell Street BART station.
Creative was throughout the main plaza level...
…as well as on the waiting platforms.
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