NEWS SPLASH! MELISSA PREPARES TO DIVE INTO THE BIG APPLE!
We’re super anxious for Galeria Melissa’s opening in New York. At the same time that the final touches are being made to the store, the ad campaign that Melissa has done to announce its arrival in the Big Apple is starting to spread. It will be featured in TimeOut and various online sites including Style.com, NYTimes.com and Fashionista.com. In addition, the campaign will be seen all over Spring Street Station. The entire subway campaign will consist of more than 60 panels.
And that’s not it! Yellow taxicabs throughout NYC will be showing images on their screens of various Melissa shoes seemingly appearing from a splash of liquid PVC, the raw material from which Melissa shoes are made! The campaign can be activated through a QR code as well.
The 30-minute film will run beginning tomorrow until March 6 on 6,800 (!!!) NY taxis — 50% of the active fleet, and thus is expected to generate a total of more than 1 million views. Think of it like this: a Plastic Paradise invasion of the most frenetic metropolis in the world!
Check out the images from the campaign by clicking on +Photos, plus the film, too, on the Melissa Channel.