Times Square    Signs  Reflectingthe commerce  and culture  of America April 10, 2012                  1
The Times Square Alliance                  1992To make Times Square clean safe & fun                  2002To promote & imp...
Ogilvy & Mather Brand Analysis•“Times Square’s historic andcultural significance has come toshape how people perceive theN...
Ogilvy & Mather Brand Analysis•“Times Square derives its meaning   from its experiential content,   which is constantly ev...
Ogilvy & Mather Brand Analysis   “Times Square is a brand with which people have an emotional connection. The potent sense...
Ogilvy & Mather Brand AnalysisAttributes that best capture theessence of the Times Square brand:•   Timeless - enduring•  ...
What Changed Times           Square•EconomicDevelopment tools   • Tax reductions   • State buys land   • Public/private   ...
What Changed Times Square•Zoning (Land Useregulations) – Increased   development – Lights & signs – Adult Use zoning
Times Square as a Symbol•Times Square =NYC, America•Commerce•Creativity•Energy•Edge
How the signs are evolving•Increasedinternationalpresence•More retail signsthan ever•More LED’s•Highly interactive
“Retailers balked, but pedestrian-friendly TimesSquare has been a hit with visitors. Marketerssaw peoples’ “dwell time” in...
Facebook Users to Put Political Views Up inLights on Times Square Facebook to Broadcast Users’ Political Opinions in Times...
10 Cool Uses ofAmerican Eagle’sStunning LED Sign in   Sign of Arrival, for Xinhua, Is 60 Feet TallTimes Square
Hyundai Brings AutoRacing to Times Square
LEDs Light Jumbo Sign in Times Square                                        Corona’s New Facebook                        ...
Times Square    Signs  Reflectingthe commerce  and culture  of America April 10, 2012                  46
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
0900 doohf tim tompkins
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0900 doohf tim tompkins

  1. 1. Times Square Signs Reflectingthe commerce and culture of America April 10, 2012 1
  2. 2. The Times Square Alliance 1992To make Times Square clean safe & fun 2002To promote & improve Times Square so that it retains the creativity, energy &edge that have made it an international icon for over a century
  3. 3. Ogilvy & Mather Brand Analysis•“Times Square’s historic andcultural significance has come toshape how people perceive theNew York city experience as awhole. For many, New York issynonymous with Times Square.”
  4. 4. Ogilvy & Mather Brand Analysis•“Times Square derives its meaning from its experiential content, which is constantly evolving & changing”
  5. 5. Ogilvy & Mather Brand Analysis “Times Square is a brand with which people have an emotional connection. The potent sense of energy, movement, innovation, optimism and opportunity that characterizes the physical spacealso reflects the mentality of those drawn to it”
  6. 6. Ogilvy & Mather Brand AnalysisAttributes that best capture theessence of the Times Square brand:• Timeless - enduring• Iconic – epicenter of NYC• Extraordinary – one of a kind• Exhilarating – energetic, magnetic, kinetic• Connector – in touch with & creator of popular culture
  7. 7. What Changed Times Square•EconomicDevelopment tools • Tax reductions • State buys land • Public/private financing • Cross subsidy
  8. 8. What Changed Times Square•Zoning (Land Useregulations) – Increased development – Lights & signs – Adult Use zoning
  9. 9. Times Square as a Symbol•Times Square =NYC, America•Commerce•Creativity•Energy•Edge
  10. 10. How the signs are evolving•Increasedinternationalpresence•More retail signsthan ever•More LED’s•Highly interactive
  11. 11. “Retailers balked, but pedestrian-friendly TimesSquare has been a hit with visitors. Marketerssaw peoples’ “dwell time” increase and rushedto take advantage.Animators made M&Ms dance, spin andexplode. Signs urged visitors to dial-in theirdesigns for an athletic shoe on their phones,and watch their alterations appear in blinkingdiodes. Advertisers tied their electronicmessages to live performances on the square.Visitors pitch in by shooting photos and videos,and posting them on Facebook (FB) andYouTube. Gadgetry brings more people out tolook at actual Broadway dancers.The Times Square Alliance, a business-improvement district, is working on “MidnightMoment,” which would bring short artist-generated animations to play across dozens ofscreens.”
  12. 12. Facebook Users to Put Political Views Up inLights on Times Square Facebook to Broadcast Users’ Political Opinions in Times Square
  13. 13. 10 Cool Uses ofAmerican Eagle’sStunning LED Sign in Sign of Arrival, for Xinhua, Is 60 Feet TallTimes Square
  14. 14. Hyundai Brings AutoRacing to Times Square
  15. 15. LEDs Light Jumbo Sign in Times Square Corona’s New Facebook Campaign Puts Your Face in Times Square
  16. 16. Times Square Signs Reflectingthe commerce and culture of America April 10, 2012 46

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