With Major League Baseball’s All Star Game returning to New York City this year, advertising focusing around it is starting to ramp up. This week, a fully-wrapped 7 train — the first of its kind on the IRT Flushing Line — made its debut. The current sponsor is Head & Shoulders, and the advertisements decorate both the inside and outside of the cars.
For many New Yorkers — those who haven’t seen the Shuttle become an advertising testing ground — the 7 train is a novelty. The MTA had secured a sponsor for a wrapped 6 train a few years ago, but this marks the first full-car opportunity for the 7. The MTA wouldn’t tell me how much money this car generates, but there will be another one sponsored by T-Mobile making an appearance beginning in July.
Over the years, the MTA has ramped up its advertising efforts, boosting revenues in excess of $120 million, but it still seems like an untapped market. Video boards have started showing ads above station entrances, but in-system advertising has remained static. The video screens on some of the new rolling stock are supposed to be able to show ads, but the only clips in rotation have been MTA PSAs. Metrocards now carry ads as well, but those rates are relatively modest.
After the jump, a look at the inside of Head & Shoulders’ MLB 7 train, and for more on Head & Shoulders’ ad strategy with regards to the subway wraps, check out this AdAge piece from March.