NEW YORK AXcess, an agency that opened here in March, said it has landed marketing and sponsorship duties for the Port Authority of New York and New Jersey.
AXcess partnered in the pitch with Active Public Enterprise Group of Huntington Beach, Calif., with which it created a joint venture called ImPAact Live Media.
The scope of the assignment involves promoting all of the properties of the Port Authority (such as the PATH train; the Port Authority bus terminals; JFK, LaGuardia, Liberty and Teterboro Airports; the Lincoln and Holland Tunnels; and the bridges that connect New York and New Jersey) as media platforms for advertising messages.
In a statement, Drew Sheinman, a partner at aXcess, said, "ImPAct Live Media represents a significant departure from traditional advertising and sponsorship and will create a new benchmark for public-private partnerships. More than 450 million people access the Port Authority's airports, bridges, tunnels and transit systems annually. This is the first time a media/marketing offering of this type will be available to engage these commuters and visitors with leading brands and new services while tapping the senses—sight, sound, touch, even taste—during their travel experience."
Don Schulte, a principal with Active Public Enterprise Group, said in a statement, "We're enhancing existing static advertising with a new media and promotional network that delivers messages to consumers in very unique ways, creating immediate interaction between brands and consumers. Our goal behind this ground-breaking effort is building value for the Port Authority's assets, creating new revenue sources to supplement tolls and fares, and positioning the Port Authority as an innovative leader in municipal marketing."
The win came after a review of undisclosed agencies. Billings on the assignment also were not disclosed.
The agencies plan to use audio, digital, direct marketing, outdoor, wireless and branded entertainment among its Port Authority media offerings.