2024 Football Season : West Point Closer Than You Think 2.0 Campaign (NYC)

West Point Closer Than You Think 2.0 Campaign (NYC)

The Goal: Build Geographic Awareness in a Competitive NYC DMA

Geographic Landscape of Campaign

Nearly a decade ago, we ran a static billboard campaign across New York City and northern New Jersey that we unofficially labeled “West Point: Closer Than You Think”. The goal of the billboards leading into the football season was to build awareness of West Point’s close proximity to New York City as it’s often perceived to be farther upstate (i.e. near Syracuse). Now, nearly 10-years later, we are still encountering the same challenge. Heading into 2024, we decided to launch a new “2.0” version of the campaign, but reimagined from a prioritization on static billboards and onto new digital oriented platforms.

Part 1 - NASDAQ Times Square Digital Billboard:

We ran an ad on the NASDAQ Stock Exchange promoting West Point’s location being only 50 miles north of New York City.  

Part 2 - MetroNorth On-Train Video Displays:

Using the brand new video ad feature on the MetroNorth train system, we featured four variations of 15 second video ads, one of which was specifically utilized to push the point of West Point being 50 miles north of New York City. 

Part 3 - X (Twitter) Geofenced Social Ads to Yankee Stadium and MetLife Stadium:

We ran a paid social ad campaign with a one mile radius around Yankee Stadium from August 23 to September 30, 2024 to those with specific interest in college football OR the New York Yankees. Additionally, we ran a campaign with a one mile radius around MetLife Stadium from August 23 to November 17, 2024 to those with specific interest in college football OR New York Giants OR the New York Jets. The ad copy on both noted the exact mileage from the stadium locations to West Point.