NEW YORK Interpublic Group's Avrett Free Ginsberg has won the advertising account of NY Waterway, the company said.
Sources projected billings of $5-7 million, though Nielsen Monitor-Plus recorded the New York harbor-based client spent $1 million advertising its commuter ferries last year.
AFG in New York bested five undisclosed agencies in a review. Previously, the client worked with Gianettino & Meredith Advertising in Short Hills, N.J.
The shop, charged with repositioning NY Waterway and building ridership, said it would employ both traditional and guerilla marketing efforts. Initial work is expected to launch in the next two or three months.
Agency president Stuart Grau said broadcast and print executions would appeal to commuters on "both sides of the river" within the metropolitan New York market.