1. Times Square
Signs
Reflecting
the commerce
and culture
of America
April 10, 2012
1

2. The Times Square Alliance
1992
To make Times Square clean safe & fun
2002
To promote & improve Times Square so
that it retains the creativity, energy &
edge that have made it an international
icon for over a century

3. Ogilvy & Mather Brand Analysis
•“Times Square’s historic and
cultural significance has come to
shape how people perceive the
New York city experience as a
whole. For many, New York is
synonymous with Times Square.”

4. Ogilvy & Mather Brand Analysis
•“Times Square derives its meaning
from its experiential content,
which is constantly evolving &
changing”

5. Ogilvy & Mather Brand Analysis
“Times Square is a brand with
which people have an emotional
connection. The potent sense of
energy, movement, innovation,
optimism and opportunity that
characterizes the physical space
also reflects the mentality of those
drawn to it”

6. Ogilvy & Mather Brand Analysis
Attributes that best capture the
essence of the Times Square brand:
• Timeless - enduring
• Iconic – epicenter of NYC
• Extraordinary – one of a kind
• Exhilarating – energetic,
magnetic, kinetic
• Connector – in touch with &
creator of popular culture

26. What Changed Times
Square
•Economic
Development tools
• Tax reductions
• State buys land
• Public/private
financing
• Cross subsidy

27. What Changed Times Square
•Zoning (Land Use
regulations)
– Increased
development
– Lights & signs
– Adult Use zoning

29. Times Square as a Symbol
•Times Square =
NYC, America
•Commerce
•Creativity
•Energy
•Edge

33. How the signs are evolving
•Increased
international
presence
•More retail signs
than ever
•More LED’s
•Highly interactive

34. “Retailers balked, but pedestrian-friendly Times
Square has been a hit with visitors. Marketers
saw peoples’ “dwell time” increase and rushed
to take advantage.
Animators made M&Ms dance, spin and
explode. Signs urged visitors to dial-in their
designs for an athletic shoe on their phones,
and watch their alterations appear in blinking
diodes. Advertisers tied their electronic
messages to live performances on the square.
Visitors pitch in by shooting photos and videos,
and posting them on Facebook (FB) and
YouTube. Gadgetry brings more people out to
look at actual Broadway dancers.
The Times Square Alliance, a business-
improvement district, is working on “Midnight
Moment,” which would bring short artist-
generated animations to play across dozens of
screens.”

35. Facebook Users to Put Political Views Up in
Lights on Times Square
Facebook to Broadcast Users’ Political
Opinions in Times Square

36. 10 Cool Uses of
American Eagle’s
Stunning LED Sign in Sign of Arrival, for Xinhua, Is 60 Feet Tall
Times Square

37. Hyundai Brings Auto
Racing to Times Square

38. LEDs Light Jumbo Sign in Times Square
Corona’s New Facebook
Campaign Puts Your Face
in Times Square

45. Times Square
Signs
Reflecting
the commerce
and culture
of America
April 10, 2012
46