New Yorkers Cite New Series Of Inspirational Subway Ads As Reason For Getting Their Lives Back On Track

Released on = February 17, 2005, 9:53 am

Press Release Author = Allison Moore

Industry = Advertising

Press Release Summary = Interboro Institute Ads Give Riders Hope

Press Release Body = (EMAILWIRE.COM, February 17, 2005) New York, NY -- New Yorkers think of subway cars in many ways. Most people wouldn’t say that their train ride has been a source of inspiration, until now.

A new series of subway ads (on trains and platforms) is catching the eye of thousands of New Yorkers. So far, since the ads appeared, hundreds of men and women are telling their friends and families that those ads are going to change their
lives. The ads also caught the attention of the judges for the 20th Annual Admissions Advertising Awards competition, who awarded May Sky first place for their compelling new ads.

“These ads talk to everyone,” said Darren Press, who created the ads along with his team at May Sky, Inc., the Poughkeepsie based advertising agency whose Human Impact Communications approach is helping to build and re-define new and aging brands. “The message is that you too can be a success, you can make a better life for yourself and your family, regardless of your economic or cultural background. An Interboro education is within your reach and this school provides the training and education that can literally change your life.”

According to Interboro admissions officers, since the ad campaign began in the summer of 2004, enrollment has skyrocketed and class size has increased by almost 100% at the 116 year-old New York City based associate degree institution.
(Interboro has campuses in mid-town Manhattan, Washington Heights, Queens, and Yonkers.)

To kick off the New Year, May Sky created a series of eight New Years ads. In one, a smiling young mother holds her baby. As though speaking to the reader she says, “New Year’s resolution: My baby will hold onto someone who can support her. Me.” The Interboro logo and degree programs appear below the motivational image.

“We work to create what we call Human Impact Communication,” said Press, “a dialogue with our audience that does not focus on targets or stereotypes but uses an understanding of demographics to create a campaign that engages and literally speaks to human sensibilities.” He continued to say, “Interboro’s campaign, in different ways, appeals to people of all ages, financial status and ethnic backgrounds. It is working to redefine the Interboro brand image and it has brought in a record number of new students.” May Sky’s creative director reports that “copy is written to read as if it were being thought in the moment, as unrehearsed dialogue, a stream of consciousness that takes the reader from a single simple statement to something bigger than they ever imagined, a realization that they want to have a career and improve their lives and the lives of those who count on them.”

The subway ads, along with a series of ads that appear frequently in the pages of The New York Post and The New York Daily News are part of a $2 million campaign dubbed “Aspire to Succeed.”

May Sky’s clients also include Gallagher’s Steak House, The Grand Central Oyster Bar & Restaurant, Antique & Vintage Woods of America, Ronnybrook Farm Dairy and Urban Lowrider NY. The agency was established in 2003 in New York City, before relocating to Poughkeepsie in 2004. May Sky has estimated billings of $4 million.

Web Site = http://

Contact Details = Contact:
Jane Bartnett
516-897-9017
or
Allison Moore
920-499-1328

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