FMP Launches Campaign For New Cable Show

NEW YORK–Frierson Mee + Partners here uses humor in the first campaign for New York Central, a new, local, cable program on Metro TV(Time Warner Cable channel 70)that features entertainment, cultural, and lifestyle information.

The print campaign, which breaks Tuesday in regional publications such as Time Out New York, The New York Times, and the New York Post, stars city dwellers talking lightheartedly about the impact the hour-long, daily TV show has on their lives. One execution, for instance, depicts a woman playing tennis. The copy reads, “New York Central lets me focus on celebrities and ignore my personal problems altogether.”

Commuter rail cards will also start appearing this week on the Metro-North, Long Island Railroad and New Jersey Transit lines. The agency employs Metro TV’s own tagline,”Turn on New York” for the campaign.

The New York-based agency won advertising duties in May for the TV show, which launched in the greater New York area on Metro TV in April. “The New York Central account is unique in that it caters solely to New Yorkers who possess a culture of their own,” said Heather Mee, chief strategic officer at FMP. Billings were not disclosed.