After 10 Years, Marquee Midtown Tunnel Billboard Gets a New Tenant

British Airways gives way to Prudential

One marquee billboard location in New York City is shifting its attention from jet-setters to retirees. British Airways has owned the Midtown Tunnel billboard visible to commuters just as they arrive in Manhattan for more than 10 years. As of today, Prudential is taking it over, beginning with a teaser campaign from Droga5 linked to the brand's "Day One Stories" campaign, in which the agency asked people across the country to document their very first day of retirement. (We wrote about the TV component here.) The first teaser board went up Tuesday morning, showing a single photo of a new retiree's "Day One." New photos will be added on Thursday, next Monday and Wednesday—with a full collage of retiree photos and the final branding unveil on day five, which is a week from Friday. More creative executions and unique tie-ins are planned for the board in the coming year. It's an interesting media choice. More than 1 million vehicles per month use the Midtown Tunnel, and getting people to think about retirement probably isn't that difficult after a tough commute by car into the city. After the jump, more mock-up images of what the board will look like.