By: Malcolm Summers

The NYC Marathon is a testament to human endurance and determination. This year, Nike captured that spirit with a bold campaign at Staten Island’s Whitehall Terminal, turning the race’s starting point into a celebration of perseverance and the “beauty in the struggle.”

Nike’s activation at Whitehall Terminal exemplified the power of contextual advertising. With bold visuals, a compelling message, and a strategically chosen location, the campaign inspired runners and spectators alike. This was made possible through Ballyhoo Media’s new 10-year advertising agreement with the Staten Island Ferries, which enabled Nike to create an impactful presence at one of the city’s busiest transit hubs.

More than just an advertisement, this campaign highlighted the marathon’s essence while demonstrating how out-of-home advertising can deliver meaningful, memorable experiences. By aligning their message with the NYC Marathon’s energy, Nike showcased the potential of smart, well-placed advertising to elevate events and connect with audiences.

So, why were the Staten Island Ferries the perfect choice for this campaign?

1. A contextual beginning to the race

Whitehall Terminal, the gateway to Staten Island and the NYC Marathon’s starting point, offered Nike the perfect opportunity to align their message with the marathon’s spirit. 

By placing their ads here, Nike created a contextual connection that amplified the emotional impact of the campaign. This wasn’t just about promoting a brand—it was about inspiring runners and supporters at the very moment they began their journey.

2. Powerful visual storytelling

A campaign is only as good as its storytelling. Nike brought their message to life with bold static visuals. Its dynamic digital displays captured the “beauty in the struggle.” The campaign showcased runners pushing through challenges, paired with powerful and sometimes humorous messaging that struck a chord.

These visuals didn’t just stand out—they resonated.

3. Strategic placement, maximizing impact

Whitehall Terminal was an ideal choice as one of New York City’s busiest transit hubs. The terminal sees thousands of runners, supporters, and commuters on race day, creating unparalleled exposure for the campaign.

This strategy leveraged the power of static advertising mixed with digital out-of-home (DOOH) advertising, which continues to excel in engaging audiences. A study released by the Outdoor Advertising Association of America (OAAA) in April 2024, conducted by the Harris Poll, revealed that 80% of consumers are likely to take action after viewing visually appealing DOOH content. 

That same study by the Harris Poll shows that 71% of consumers are likely to share DOOH ads that feature their favorite products or brands. On race day, this was quickly demonstrated by the flood of TikToks and social media tags that came out praising Nike for its innovative campaign throughout NYC.

Nike’s strategic ad placements ensured their message didn’t just inspire the runners at the terminal—it rippled across social media, amplifying the campaign’s reach and engagement.

In short, Nike’s campaign at Whitehall Terminal was a masterclass in contextual advertising.

By choosing a location that aligned perfectly with the NYC Marathon’s themes, combining bold visuals with strategic placement, and delivering an inspiring message, Nike transformed a traditional ad campaign into an unforgettable experience.

For brands aiming to connect on a deeper level, this activation proves the value of meeting your audience where they are—physically and emotionally—and delivering a message that resonates in the moment.

Watch our full campaign recap here.

Innovative advertising solutions driving impactful brand engagement

MEDIA CONTACT: Helen Roldan ([email protected])

New York, NY – [October 29, 2024] – Ballyhoo Media, the largest waterway media company in the nation, proudly announces its 10-year ferry transit advertising agreement with the New York City Economic Development Corporation (NYCEDC) and the New York City Department of Transportation (NYCDOT). This agreement is set to revolutionize the out-of-home advertising opportunities on one of New York City’s most iconic transit systems– the Staten Island Ferries.

While most out-of-home (OOH) advertising focuses on land-based assets, Ballyhoo Media is redefining the space by expanding its innovative waterway media to transit systems like Staten Island Ferry and Washington State Ferry. Building on the success of its digital boats in Miami, Ballyhoo is partnering with these culturally integral transit systems to modernize them with impactful, large-format advertising.

“This partnership gives brands a fresh way to connect with New York City audiences in unique, uncluttered spaces,” says Tyler Zlatin, CRO of Ballyhoo Media. “It’s unlike any other commute in the City. Passengers enjoy a 30-minute journey surrounded by breathtaking waterfront views. With limited OOH options in Staten Island, this advertising program is one of the few ways brands can reach an engaged, captivated, and affluent audience.”

Running 24/7, 365 days a year, the Staten Island Ferry serves as a vital link for both commuters and tourists, offering seamless transportation across New York Harbor along with breathtaking views of the Statue of Liberty and the Manhattan skyline. 

“We’ve thoughtfully curated hundreds of new advertising assets across our ferries and terminals, creating valuable opportunities for brands and budgets of all sizes to engage with Staten Island Ferry passengers,” said Helen Roldan, Communications Director for Ballyhoo Media. “Staten Island is home to one of the largest commuter ferries operating on a single route. By reaching this distinct audience, we are expanding our waterway media offerings and tapping into one of the most sought after DMAs in the nation.”

In addition to the ferries, this partnership grants Ballyhoo Media exclusive advertising rights within the terminals of this essential transit network. Serving 22 million passengers annually, the Staten Island Ferry connects the borough’s transit system to the rest of the city. The St. George Terminal links with the Staten Island Railway and NYC Bus services, while the Whitehall Terminal in Lower Manhattan provides seamless connections to the NYC subway and the Financial District, reinforcing the ferries’ role as a vital transportation hub.

With over a quarter of Staten Island’s population commuting car-free and a highly concentrated, affluent audience, this advertising program is designed to target a coveted market. By strategically utilizing passenger flow data and optimizing available space, the new program reduces visual clutter, offering high-impact placements that stand out in New York City’s competitive advertising landscape.

Enhancing partner spaces through digital out-of-home advertising is central to Ballyhoo Media’s mission. Under the agreement, the Staten Island Ferries’ advertising program will transition from traditional static formats to state-of-the-art digital screens, optimizing ad placements across terminals and vessels to boost visibility and engagement.

Ballyhoo Media has committed to investing millions of dollars over the course of the partnership to convert existing formats, improve aesthetics, and ensure regular maintenance. This effort also includes close collaboration with local agencies to support public service announcements effectively.

For more information, visit https://ballyhooboats.com/staten-island-ferry-advertising.

ABOUT BALLYHOO MEDIA

Iconic spaces. Innovative Media. Impactful Results. That’s Ballyhoo. As the nation’s largest waterway media company, Ballyhoo Media is redefining how brands connect with communities through innovative out-of-home (OOH) and experiential advertising on the water. We specialize in creating impactful campaigns that resonate with audiences from coast to coast, offering unparalleled opportunities for brands to engage with millions of consumers in iconic spaces. We offer dynamic activations through vessel wraps, ferry dominations, digital billboard boats, water taxis, and live events.

At Ballyhoo Media, our commitment extends beyond advertising—we are dedicated to the preservation and sustainability of our waterways. Discover more about our groundbreaking work at https://ballyhooboats.com  

The International SeaKeepers Society Founders 2024 Annual Event

Taking place Thursday, October 31st, 2024, Ballyhoo Media is a proud media sponsor for The International SeaKeepers Society’s Founders 2024 Annual Event. This evening celebrates leaders in marine conservation and honors the DISCOVERY Yacht Fleet for supporting SeaKeepers programming throughout the year.

The event will spotlight two exceptional individuals whose work drives environmental change.

2024 SeaKeeper of the Year: Guy Harvey

Guy Harvey is a well-known artist, scientist, and conservationist. His passion for marine life and dedication to ocean conservation have shaped his career. The Guy Harvey Foundation promotes research and education. His coastal lifestyle brand raises awareness through merchandise like apparel, art, and home goods.

Guy’s efforts blend art, science, and advocacy seamlessly. He has been inducted into the Fishing, SCUBA Diving, and Swimming Halls of Fame and received the Simon Combes Award.

Learn more about Guy Harvey here.

2024 NexGen Awardee: Shireen Rahimi

Shireen Rahimi, the 2024 NexGen Awardee, is a marine scientist and storyteller. She is the founder of Lightpalace Productions. Shireen uses photography, underwater film production, and science communication to spotlight climate change’s impact. Her work focuses on the loss of coral reefs due to global warming.

Shireen’s mission is to raise awareness and amplify marginalized voices from the oceans. Her stories inspire action and encourage communities to protect marine ecosystems.

Discover more about Shireen Rahimi’s work here.

Event Details for Founders 2024

Date: Thursday, October 31st, 2024
Location: Founders Dinner with Awards Program
Time: 7:00 pm Cocktails | 8:30 pm Dinner

Get tickets to the event.

Seaworthy Collective Fall 2024 Startup Showcase & Celebration at Frost Science Museum

Get ready for an unforgettable night of innovation and inspiration at the Seaworthy Collective Fall 2024 Startup Showcase & Celebration! Ballyhoo Media is thrilled to be a media sponsor for this high-impact event, which takes place on Saturday, October 26, from 6 to 10 pm at Miami’s iconic Frost Science Museum.

This event is a celebration of blue tech innovation, spotlighting five cohorts of Seaworthy Startups that are working to transform our oceans and environment. Attendees will meet forward-thinking entrepreneurs from past and present cohorts, hear from an industry-leading keynote speaker, and experience the latest startup pitches shaping the future of sustainable marine solutions.

Ballyhoo Media is proud to support Seaworthy Collective’s efforts by showcasing blue tech advertisements on our Miami digital billboard boats, reinforcing our shared commitment to creating meaningful environmental impact. Our collaboration amplifies the importance of ocean innovation, all while making a splash in Miami advertising across the beautiful Biscayne Bay.

Join us for a night of celebration, inspiration, and networking as we commemorate four years of making waves and driving sea change within our community! 🌊

What to Expect at the Fall 2024 Startup Showcase

• Meet innovative blue tech startups from five Seaworthy Collective cohorts.

• Get inspired by a keynote speaker leading the charge in sustainable technology.

• Experience founder pitches that showcase the latest marine-focused solutions.

• Celebrate four years of driving change with a vibrant community.

Get your tickets today: Seaworthy Collective Fall 2024 Startup Showcase & Celebration

The NYC Marathon is one of the largest, most anticipated events in New York City, attracting tens of thousands of participants and spectators from around the world. With 42,000 passengers flooding Whitehall Terminal on Race Day — over twice the normal daily volume — it’s a unique opportunity for brands to make a memorable impact. If you’re looking to get your message in front of a massive, engaged audience, advertising with Ballyhoo Media at the Staten Island Ferry terminals and on the ferries themselves is an unbeatable choice. Here are 5 reasons why:

1. Reach a captive, engaged audience
   • On marathon day, 50% of all runners take the Staten Island Ferry to the race’s starting line. That’s thousands of athletes, their supporters, and race-day spectators all waiting for their ferry ride and passing through the terminals. Advertising in this space ensures that your brand gets maximum visibility with a captive audience who’s eager and excited about the event.
2. High foot traffic at peak times
   • Whitehall Terminal sees an influx of over 42,000 passengers on the day of the NYC Marathon, providing more than double the usual daily volume. With such high traffic, your advertisements will reach not only the marathon runners but also the friends, families, and tourists traveling through the terminal. 
3. Hyper-local exposure with a global audience
   • The Staten Island Ferry connects two key parts of New York City, making it an essential transit option on race day. While the audience may be local New Yorkers, marathon participants come from all over the globe. Advertising in this space offers you the unique chance to engage with both the local community and international visitors, increasing the scope and influence of your campaign.
4. Make a splash with contextually relevant advertisements
   • Aligning your brand with a prestigious event like the NYC Marathon creates an immediate connection with a motivated, health-conscious, and active audience. By advertising at ferry terminals and on the ferries, you can create contextually relevant content that speaks directly to the marathon participants and supporters. Whether it’s promoting athletic gear, wellness products, or simply offering a motivational message, your brand will resonate with a highly targeted audience.
5. Stand out!!
   • The Staten Island Ferry is a crucial part of the marathon experience for thousands of runners, making it an integral touchpoint on race day. With the hustle and bustle of the crowd, the anticipation of the race, and the unique energy of the event, your advertisements will naturally stand out, capturing attention in a high-traffic, high-energy environment.

In short, advertising at the Staten Island Ferry terminals and on the ferries during the NYC Marathon offers a rare opportunity to engage with an enormous, diverse, and excited audience. With high foot traffic, a captive audience, and the prestige of being part of one of the world’s most renowned marathons, this is an ideal setting to elevate your brand. Don’t miss the chance to connect with marathon runners, supporters, and travelers — all while positioning your brand as part of New York City’s most iconic sporting event.

Get in contact with our team.