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Port Authority: New Ways to Reach 450M Commuters

The Port Authority of New York and New Jersey announced that it has selected Active Public Enterprise Group and aXcess Partners Worldwide to generate new revenue sources via a multi-year, municipal marketing and sponsorship program. To execute the new program, the two agencies have created Impact Live Media, which will offer an abundance of new advertising opportunities to marketers in Port Authority’s assets, which include: JFK International, Newark Liberty International, and LaGuardia and Teterboro airports; the George Washington Bridge; the Lincoln and Holland tunnels; the three bridges between Staten Island and New Jersey; the PATH rapid transit rail system, and the Port Authority Bus Terminal in midtown.

Campaign elements will include audio, digital media and moving visuals, experiential branding, direct marketing, electronic kiosks, innovative signage, branded entertainment, sampling and product demonstrations, and wireless fidelity (Wi-Fi and WiMax) internet networks.

More than 450 million people access the Port Authority’s airports, bridges, tunnels, and transit systems annually.

New York isn’t the first city to look for new revenue through marketing. Most recently, Chicago was said to be planning to sell naming rights to and advertising on the Chicago Skyway and other city assets.