New Tradition Media, an out-of-home advertising company with offices in New York City and Marina Del Ray, California, has signed a master lease agreement for the new digital signage currently being built at One Times Square, the iconic building that is located in the center of Times Square and is the home of the traditional New Year’s Eve ball drop.
Jamestown L.P., the investment company that owns the property, made the announcement.
As the master signage lease holder, New Tradition will be seeking brands to advertise on the property’s displays. Expected to debut this summer, the new 350-foot-tall vertical digital signage will provide brands with the opportunity to create compelling advertising campaigns that will stand out from the numerous billboards in Times Square, according to the company. Options will include full takeovers of the facade and the ability to “choreograph a show” across several signs vertically for a new type of theater in the heart of the busy square.
“The creative advertising opportunities that One Times Square’s new displays present will change the media landscape of Times Square,” says Evan Richheimer, CEO of New Tradition. “It will be exciting to see which iconic brands will be the first to seize the opportunity to take over the 350′-tall spectacular when it debuts this summer.”
According to the building’s owner, One Times Square is one of only two stand-alone buildings in the neighborhood offering clear, unobstructed sightlines from all points within the Times Square “bowtie,” an area which encompasses Broadway and Seventh Avenues from 43rd Street to 47th Street. It has a daily pedestrian count of more than 350,000 who pass by and literally millions of earned impressions from film, TV and social media.