New York Post Promo HEADLESS BODY IN TOPLESS BAR by Y&R New York

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Industry Newspapers
Media Promo & PR
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Creative Director Menno Kluin, Graeme Hall
Art Director Alexander Nowak, Michael Schachter
Copywriter David Canning, Feliks Richter
Designer James Chae
Producer Jo Kelly, Devon Dentler
Released December 2010

Credits & Description

Category: Publications & Media
Advertiser: NEW YORK POST
Product/Service: NEWSPAPER
Agency: Y&R
Date of First Appearance: Dec 20 2010
Entrant Company: Y&R, New York, USA
Executive Creative Director: Ian Reichenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Global Creative Director/Content: Kerry Keenan (Y&R New York)
Executive Director/Content Production: Lora Schulson (Y&R New York)
Executive Director/Content Production: Nathy Aviram (Y&R New York)
Producer: Jo Kelly (Y&R New York)
Producer: Devon Dentler (Y&R New York)
Creative Director: Menno Kluin (Y&R New York)
Creative Director: Graeme Hall (Y&R New York)
Art Director: Alexander Nowak (Y&R New York)
Copywriter: Feliks Richter (Y&R New York)
Copywriter: David Canning (Y&R New York)
Art Director: Michael Schachter (Y&R New York)
Designer: James Chae (Y&R New York)
Media placement: Internet - The Jester - blog - 20/12/2010
Media placement: Improvasation Show - People's Improv Theatre - 20/12/2010
Media placement: Posters - 6 posters - POP - People's Impov Theatre, NY Post Newspaper - 17/12/2010
Media placement: Internet - Vimeo Blog - 20/12/2010

Describe the objective of the promotion.
In the face of flagging circulation, promote the New York Post to New Yorkers, and make them fall in love with it again.

Describe how the promotion developed from concept to implementation.
The New York Post is famous for its pun-tastic headlines. So we simply used them to create a comedy improvisation show.

The audience finds that day’s NY Post on their seat. They read it, tear out headlines they like, and comedians improvise skits based on them.

Named after one of the Post’s most famous headlines – Headless Body in Topless Bar – the show plays every Monday night at the Peoples Improv Theatre, NYC.

Explain why the method of promotion was most relevant to the product or service.
The New York Post is synonymous with sensationalist headlines, and every New Yorker has a lot of fondness for them. Not only are they a unique aspect of the New York Post, they also embody the tone of journalism you’ll get with the paper - humour, and quick-witted reposts. And that is exactly what you get with a comedy improvisation night too.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Due to the popularity of the show, what started out as a 4-night run is still going five months later. And every show reminds more and more people why the New York Post is so entertaining.