CBS, Swatch Partner To Wrap NYC Subway Cars

Subway-Car

Say it three times fast: Swatch swathes subways. The watchmaker has partnered with CBS Outdoor to wrap 10 subway cars on New York City Transit's No. 6 line, serving Manhattan's East Side. Vinyl super-graphics promoting Swatch's new Gent Collection.

The colorful wraps, highlighting five new colors available this spring, also include fully branded interiors for a total immersion in Swatch.

The campaign, scheduled to last eight weeks, should be seen by a total of 20 million riders, according to CBS Outdoor, including repeat viewers.

CBS Outdoor executive vice president Jodi Senese stated that "the Swatch brand is synonymous with youth and style, and the creative is compelling and visually arresting." Senese said the campaign "will generate buzz and excitement with their core demographic."

This isn't the first time CBS Outdoor has wrapped NYC subway cars for its clients. Back in September 2008, History (the cable channel previously known as the History Channel) partnered with CBS Outdoor and Horizon Media for the first full exterior and interior wrap of a New York City subway. A temporary vinyl wrapped the 42nd Street-Grand Central Shuttle.

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CBS also wrapped subway cars for Westin Hotels, converting the interior of the cars into a Westin suite, highlighting the comforts offered by the chain.

The wraps can be coordinated with out-of-home elements in subway stations, including wraps of the furniture on platforms and temporary signage that can include electronic displays wrapped around columns

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