The ceremonial "first flush" will take place on Nov. 19, three days before Thanksgiving. While last year "Everybody Loves Raymond" star Doris Roberts was on hand for the opening ceremonies, a P&G spokesperson says details such as which celebrity might be involved are not yet "fully baked."
But he did tell Marketing Daily that there will be no billboard space. Last year, a huge sign hung from the front of the building housing the 20 johns, reading "You're in New York. Go in style." with an arrow pointing to the facilities and the Charmin logo and its cartoon bear.
P&G appears to be taking greater advantage of the marketing potential this year, offering visitors interactive activities so that they can decide which type of Charmin is right for them.
Dewayne Guy of P&G says the inside of the facilities "should look different. We're launching a restage of our Charmin Ultra Soft, which is a blue product, and our Ultra Strong, which is red, so that theme runs through the space, red and blue."
It is the second year that P&G has staged the promotion for its Charmin brand. Last year, more than 420,000 people from 100 countries and all 50 states visited the restrooms.
"Last year we used 10,500 mega rolls, which is the equivalent of 42,000 regular rolls," says Guy. "We think we will top that this year."
The 20 restrooms will feature family-friendly facilities with attendants on hand to service each stall after every use.
"We know how difficult it can be to find a public restroom in New York City," said Dennis Legault, brand manager for Charmin, in a release, "so this is Charmin's gift to New Yorkers and tourists this holiday season."
The Charmin Restrooms will once again be located at 1540 Broadway in Times Square between West 45th and West 46th streets, and will be open from 10 a.m. to 11 p.m. every day except Christmas Day. They will close at 6 p.m. on Christmas Eve and New Year's Eve.