NEW YORK Source Communications has picked up the advertising account of Subway's franchisees in New York, New Jersey and Connecticut, the agency said. The business is estimated to be worth $5 million.
The first creative work by the Hackensack, N.J., independent agency is set to break in-store on March 28. Regional TV and radio ads featuring New York Mets and Yankees managers Willie Randolph and Joe Torre will coincide with the beginning of the Major League Baseball season.
In addition, Subway messages will appear on the back of every game ticket of the Mets and their farm team, the Brooklyn Cyclones. The company is also working on opening a location inside Shea Stadium, said Larry Rothstein, agency president.
"What's great is that we made all of these decisions before the Mets made all of their [player] trades, so we feel totally validated," Rothstein said.
The account was awarded at the beginning of December following a five-month review managed by Peter Mitchell of Mitchell & McCue in Dallas. The incumbent, Market Smart in Raleigh, N.C., participated in the review. Other contenders were undisclosed.