• by Ray Schultz , August 15, 2023

The New York Times is going underground to promote itself. 

The paper of record has launched an immersive experience on the New York City subway system’s S train shuttle that runs between Times Square and Grand Central Station. 

Each car of the train is devoted to a product provided in a Times subscription, including News, Games, Cooking, Audio, Wirecutter and The Athletic.  

The products are identified on the outside of the cars, and through advertising and graphics inside. Each car features exclusive offers. 

In addition, all print and digital boards have been taken over throughout Grand Central by the Times.

The goal is to broaden riders’ understanding of the variety of features offered by the Times.  

It should also provide some entertainment for riders who take the quick ride on the shuttle to transfer to other subway lines. 

The messages include: 

• The Athletic: Feel what it’s like to go inside the game like a journalist by exploring the actual locker room of The New York Giants.
• News: Submit a favorite NYC memory for potential publication in The Times’s Metropolitan Diary column. 
• Wirecutter: Enter for a chance to win Wirecutter’s recommended products for New York City living.

The Times subway experience runs until Sept. 10. 

Outfront Media, an out-of-home (OOH) media company, manages all NYC transit ad inventory including all digital signage.