Government entities build strategic bridges with marketers

Yesterday, The New York Times reported that The Port Authority of New York and New Jersey just  signed a $3.2 million agreement with Geico to offer advertising just before entering the George Washington Bridge (a billboard on top of the toll plaza). This is a watershed announcement because it’s the first time a New York government agency is allowing commercial advertising on one of its landmark bridges. Many others including the Golden Gate Bridge are now also exploring ways to sell advertising and sponsorships to other companies as well.

Consumer reaction within this article wasn’t good. These people think that they are constantly bombarded with commercial messages and feel that they just don’t need any more…especially when trying to take a carefree drive. But, I tend to look at this with a “glass is half full” opinion and think the strategy has some real benefits.

For starters, marketers have to find new, creative ways to reach their target audiences. It’s that simple. Some are now doing this via the Internet, others have taken different approaches. But, everyone knows that traditional media advertising alone just isn’t the answer. Although some consumers might be turned off by these promotions/sponsorships, others may actually look at these advertisements more clearly because the ads aren’t competing with other commercial messages at that particular moment.

The Times article reports that these government agencies could rake in tens-of-millions of dollars. Hey, if this money can be used to refurbish bridges, roads, etc., in lieu of making the public pay for some or all of it, I’m all for that as well.

Comments

[B]

This brings to mind the contract that the New York City government created with Snapple. In the case of Snapple there was little accountability as to how that contract money was being used and ultimately the city Comptroller claimed the deal was flawed because Mayor Michael Bloomberg and city lawyers could not certify that all required contracting procedures were followed.

I think anytime corporate dollars are going to government agencies, there needs to be strict accountability as to how the dollars are spent.

[Mike]

One brilliant / not so brilliant marketing ploy was by Target on New Year's Eve in NYC... I wasn't there -- I was out with good friends in New Jersey. But when I walked to work across Times Square on January 2, there were literally thousands of left over red, silver and white 2x2 pieces of confetti with the Target logo on them. I thought, "Man, these guys are really brilliant... These things are going to linger around NYC streets for weeks before they're finally all cleaned up, giving Target tremendous visibility." Then, the next day, I thought, "Man, these guys from Target really messed up these streets with sticky confetti that's hard to clean up...and these things aren't going away anytime soon."

Overall, though, high marks for a pretty smart guerilla marketing ploy.