NY Times Touts Broadway

The New York Times is applauding Broadway with a month-long promotional campaign.

The effort, themed "Get Closer to Broadway Every Day with The New York Times," includes performances by Broadway singers at subway stations in Times Square and Grand Central, and three subway cars decorated as theaters, with plush seating, trompe l'oeil paintings of audiences on the walls and a chandelier.

An instant-win game dangles Broadway tickets and gift certificates to area stores as prizes. Game cards are distributed on Dec. 4, 11 and 18 in retail copies of the newspaper (not subscription copies) in the tri-state area. The Times handles the game and the subway car makeover in-house via its Marketing Services Group.

The New York Times brings Broadway luxe to the subway

Non-profit Broadway Cares/Equity Fights AIDS helps coordinate street performances and gets a donation from The Times as part of the campaign. Ad shop Anomaly, New York, handles outdoor and transit ads.

The campaign, which runs through December, is "a great way to both celebrate and remind people of all that The Times does to cover the theater," said VP-Marketing Services Alyse Myers in a statement.

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