1

Times Square

Signs

Reflecting

the commerce

and culture

of America

April 10, 2012

The Times Square Alliance

1992

To make Times Square clean safe & fun

2002

To promote & improve Times Square so

that it retains the creativity, energy &

edge that have made it an international

icon for over a century

Ogilvy & Mather Brand Analysis

•“Times Square’s historic and

cultural significance has come to

shape how people perceive the

New York city experience as a

whole. For many, New York is

synonymous with Times Square.”

Ogilvy & Mather Brand Analysis

•“Times Square derives its meaning

from its experiential content,

which is constantly evolving &

changing”

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 space

also reflects the mentality of those

drawn to it”

Ogilvy & Mather Brand Analysis

Attributes that best capture the

essence 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

What Changed Times

Square

•Economic

Development tools

• Tax reductions

• State buys land

• Public/private

financing

• Cross subsidy

What Changed Times Square

•Zoning (Land Use

regulations)

– 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

•Increased

international

presence

•More retail signs

than ever

•More LED’s

•Highly interactive

“Retailers balked, but pedestrian-friendly Times Square has been a hit with visitors. Marketers saw peoples’ “dwell time” increase and rushed to take advantage. Animators made M&Ms dance, spin and explode. Signs urged visitors to dial-in their designs for an athletic shoe on their phones, and watch their alterations appear in blinking diodes. Advertisers tied their electronic messages to live performances on the square. Visitors pitch in by shooting photos and videos, and posting them on Facebook (FB) and YouTube. Gadgetry brings more people out to look at actual Broadway dancers. The Times Square Alliance, a business-improvement district, is working on “Midnight Moment,” which would bring short artist- generated animations to play across dozens of screens.”

Facebook Users to Put Political Views Up in Lights on Times Square

Facebook to Broadcast Users’ Political Opinions in Times Square

10 Cool Uses of American Eagle’s Stunning LED Sign in Times Square

Sign of Arrival, for Xinhua, Is 60 Feet Tall

Hyundai Brings Auto Racing to Times Square

LEDs Light Jumbo Sign in Times Square

Corona’s New Facebook Campaign Puts Your Face in Times Square

46

Times Square

Signs

Reflecting

the commerce

and culture

of America

April 10, 2012