Russian News Channel Goes Guerrilla in New York

A new international news broadcast channel is introducing its service to New York area residents with Russian culture.

The channel, Russia Today, is launching in four boroughs, Mt. Vernon, Hudson Valley and Bergen and Hudson Counties on Time Warner Cable.

Through New Year’s Eve, a branded double-decker bus will travel the streets of New York City carrying 100 traditional Russian holiday characters. Father Frosts (Russian Santas,) along with their Snow Maidens (Santa's Granddaughters,) will visit several high-traffic locations including Times Square, Columbus Circle, Grand Central Station, Madison Square Garden, Rockefeller Center and Bryant Park. Gifts are being handed out, as well as information on the channel.

A 30-second TV spot is rotating on the Times Square Reuters and NASCAQ signs. The campaign ends with a live feed of Russia Today's programming on the signs including New Year’s Eve coverage of Moscow's holiday celebration.

The 24-hour English-language channel covers international news, business, culture and sports. It began airing on Time Warner Cable on Aug. 30.

Global Advertising Strategies is handling the campaign.