Kirshenbaum Bond & Partners this week launches its first campaign for NYC2012, an organization dedicated to bringing the 2012 Summer Olympics to New York.
The print and outdoor effort, which aims to heighten enthusiasm for the city's Olympic bid, portrays life in New York as lived by Olympians. One ad shows wrestlers battling over a cab. In another, a sprinter prepares to break at a cross walk. The tagline: "We've been training for this forever."
The ads will run as 42-foot outdoor scrims, wild postings and street-pole banners. The New York Daily News and The New York Times will carry poster inserts that feature the "Olympic X" plan, a map of all proposed competition venues and the water- and rail-transit system that will connect them. Spending on the campaign is undisclosed.
"New Yorkers are already tre mendously enthusiastic for having the games come to New York," said Amy Stanton, director of marketing and communications at NYC2012. "We want to build upon that momentum and generate support on a mass level," she added.
"New Yorkers feel hosting the games is a natural extension of who we are and what we can achieve," said Kirshenbaum co-chairman Jon Bond.
New York is one of four cities the U.S. Olympic Committee is considering as its nominee to serve as host of the 2012 Summer Games, along with San Francisco, Houston and Washington. The USOC will narrow the field to two in September, with a final decision expected on Nov. 3.
Kirshenbaum won the assignment in November.