Out There 360 and Talon Bring Iconic Versace Campaign to Life in Times Square
Versace Takes Over Times Square to Celebrate Latest Collection Launch in Prominent Global Fashion Capital
New York, NY – May 8, 2024 – Talon, the global independent Out of Home (OOH) media company, and Out There 360, the Luxury Out of Home Independent Agency partnered to deliver an OOH advertising takeover of New York’s iconic Times Square for Versace, the Italian fashion house that symbolizes luxury worldwide.
“Versace is one of the most recognizable names in luxury fashion and Times Square represents the precipice of OOH advertising for leading, innovative brands,” said Barbara Valensise, CEO of Out There 360. “New York is one of the world’s prominent fashion capitals and there is no better way to command consumer attention than with a takeover of iconic Times Square to celebrate the launch of the latest Versace Icons collection.”
The takeover consisted of synced, high impact digital screens throughout the heart of Times Square. For the one-hour roadblock, Versace Icons creative featured current Versace brand ambassador, Anne Hathaway and the debut of Cillian Murphy, who also fronts the global campaign on the heels of winning Best Actor honors for his role in Oppenheimer at the 96th Academy Awards.
In addition to strategically selecting premium units to create maximum impact, Talon leveraged longstanding media owner relationships to ensure the synced creative was executed to the exact specifications the program requires.
“The Versace Icons campaign is an intrepid example of the power of OOH advertising,” said Sarah Parkes, Group Chief Sales and Marketing Officer, Talon. “The impact, scale, and prestige of taking over Times Square is the epitome of marrying media with creativity. Out There 360 and Versace are demonstrating the unrivaled power of OOH to supercharge the world class debut of Versace Icons.”
Definitively Versace, the latest chapter of the Versace Icons collection brings together bold and luxurious essentials designed to be wardrobe essentials for decades.
