Message on the stairway: Make mine Dewar’s
Huge ad on the steps of Boston's South Station
December 2, 2005
It went up a week ago, and will stay up through the end of the year, a giant ad for Dewar’s scotch on the steps in South Station in Boston.
It’s hard to miss, looming as it does before all who climb the steps. Called adSteps, it’s the creation of StareWays of Millburn, N.J., and the idea, says StareWays CEO Barry Roberts, is to turn public stair cases like those in South Station and other transit centers, airports, bus stations and more into billboards.
The ads are created from adhesive-backed vinyl that’s laminated and cut into sections designed to fit the dimensions of the staircase. The Boston station ad, handled through MacDonald Media in New York, is part of what Dewar’s calls its Station Domination campaign.
Other advertisers who have used adSteps include Panasonic, HSBC, Lufthansa, TV Guide Channel, UPN, Coke and The Children’s Place.
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