NYC & Company Real Deal Programs
This campaign for NYC & Company launched on EYE’s digital Eyelites at Queens Center Mall, earlier this week offering New York City discounts through their website.
There are, we believe, two levels of rewards available through NYC & Company. The Real Deal Family initiative offers 115 special offers and incentives in addition to 50 hotel savings packages.
The Real Deal Summer Fridays promotion users receive an additional 10 per cent off when they use their registered American Express cards on Fridays through September 13.
Created in partnership with American Express®, card members can visit www.nycgo.com/summerfridays to take advantage of special offers and to register their American Express Cards.
Christina Stagno, Media Services Manager with NYC & Company told us “EYE’s digital screens at Queens Center Mall really stand out. We have been looking for ways to get our message out in New York City and with EYE’s presence at Queens Center Mall, we knew we’d have a great opportunity.”
NYC & Company is promoting the new program all over New York City, including the Queens Center Mall with EYE’s 70” screen digital units.
The EYE portfolio in the US encompasses over 3,500 panels in 250 shopping malls across the country, with more than half the portfolio sitting in the top 30 DMAs. EYE’s digital network includes nine malls across the country and consists of 69 digital units.
August 20th, 2009 at 10:52 @494
Guys, do we know (or can NYC confirm) if the content featured on the screens is real?
Brightness, clarity and lack of reflection makes me strongly suspect the campaign content is superimposed or the product of some Photoshop trickery. If so, it serves little purpose in providing readers with a real sense of what the media looks like to audiences in real OOH environments. If it is speculative or ‘adjusted’, it should be good practise to see this referenced.
Any PR, whether B2B or B2C should be based on fact, which includes not only the written word but also any supporting content offered up to journalists & readers. I advise my clients to adopt this approach at all times as it serves no purpose to pretend otherwise.
I’m sure we have all seen many examples of still images of screen content masquerading as real because no one thought to (or purposely chose not to) caveat or explain what readers are looking at. The practice should be tabooed – our developing marketplace has no need for anything that dents our growing reputation as a serious communications medium.
If this photo is real and hasn’t been tinkered with, then congratulations to NYC on producing one of the brightest displays I’ve ever seen.
August 20th, 2009 at 15:06 @671
Oh, please. Have you ever had to shoot a digital signage install? I have. You practically *have* to doctor the screens in photos. The camera does not faithfully catch what the human eye sees in the real world with LCD displays, except for maybe the super-bright outdoor LEDs. It’s really bad in naturally lit interiors, when you have to shoot at a low shutter speed, while the content is refreshing at 60fps. So, okay, this particular photo is a little egregious – those yellows would never get generated by any camera. So what? That’s probably the real creative.
As far as being based on fact, do you think any of the photos of iMacs and iPhones on Apple’s web site, or on TV commercials are the real thing? (Or any computer or device manufacaturer selling gadgets with screens who publish photos.) Of course they’re not. They’re ALL doctored, all the time.
The bigger issue with this photo is that those screens are too small for the scale of the environment, imo.
August 21st, 2009 at 20:48 @908
Thank you both for your engagement!
You are correct Chris – this image is for illustrative purposes only, to show what the campaign looks like, not to represent the clarity of digital Eyelites. We in no way intended to mislead the user and appreciate you raising this point. We’ll be sure to indicate that images are for illustrative purposes only going forward. Thank you for bringing this viewpoint to our attention.
And Jerry, appreciate your opinion. Keep in mind, this shot is taken from a relatively far distance. The thousands of shoppers who travel on the escalators each day have a great view of these advertisements.
Again, thanking you both for creating a dialogue.