New Media: Double Decker Buses?

If you’ve been to a big city like New York City, you’ll recall seeing ads placed on the sides of buses and cabs. But did you ever see a bus that WAS the advertisement?

A double Decker bus was the new media buy of Sak’s. Why? Well, Sak’s is well known for selling extremely high-end fashion clothing, shoes, and accessories. With the tanking US economy, many European shoppers are coming to fashion meccas, like New York City, to take advantage of the decreasing strength of the US dollar. Sak’s recent ad campaign is called “I Want It” and features landmark museums and destinations in NYC. The company has wrapped a double Decker bus with their new ad, and will be ferrying tourists from Sak’s Fifth Avenue flagship location to the Upper East Side, where tourists will receive free admission to museums featured in the ads.

This campaign will run from March 13-15 and will have appearances from Sak’s fashion director and other personalities. Sak’s says that tourists were really who triggered the idea of a tour bus in a city that is notorious for city tours. Sak’s is joining the tour bus industry for 2 days as they promote their store with their new “I Want It” ad campaign.

We’ll have to wait to see if the Sak’s Double Decker bus plan ends up being profitable to the company, but in the mean time, it never hurts to think of creative ways to advertise to customers. It is, in fact, becoming very effective to allow customers to “try” your products in an environment that the product would be used, before they purchase it. The area of marketing is being termed “tryvertising” right now and you can expect to see more and more of it in the future. Talk with the Marion Group is you are looking for new and creative ways to advertise your product or service.