• Mediaweek, Tuesday, December 30, 2008 9:45 AM

Coca-Cola's new digital billboard in Times Square is going green with its use of wind power and is starting a trend among 30 billboards at the 47th St. and Broadway intersection in Manhattan.

The group of wind-powered billboards has an electric supply agreement with ConEdison Solutions and the building management company. Collectively, the group's green initiative will prevent the release of 1,866 metric tons of carbon dioxide each year.

Coca-Cola has been a billboard advertiser in Times Square since 1932, and "we are proud to lead this renewable energy movement on the Great White Way," says Dana Barba, Coke executive. On Jan. 10-11 Coke is also presenting recycling information, games and displays outside the New York Public Library in Bryant Park.

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