PHD Hails 'Rome' DVD in N.Y., L.A.

NEW YORK Roman legions invaded the streets of New York Tuesday as part of a buzz marketing campaign designed to stir interest in the newly released DVD of season one of the HBO series Rome.

Created by Omnicom Group’s PHD, the push mixes traditional and nontraditional media.

Some 50 actors dressed as Roman soldiers delivered copies of the DVD to retail stores including Circuit City, Tower Records and Virgin.

The effort uses a “Welcome to Rome” theme, which was included on 3-D billboards stationed at entry points to both New York and Los Angeles.