NY/NJ Port Authority Seeks Sponsors

The Port Authority of New York and New Jersey has begun pitching marketers to sponsor its properties in and around New York City, including all three major airports, the George Washington Bridge, the Lincoln and Holland tunnels, the PATH rapid transit rail system and the Port Authority Bus Terminal in midtown Manhattan.

The Port Authority offers two-year sponsorship deals, with activation starting as early as this fall. This month, the Port Authority hired Active Public Enterprise Group, Huntington Beach, CA, and aXcess Partners Worldwide, Atlanta, to handle the municipal marketing program. The two agencies formed a joint venture, ImPact Live Media, to handle sponsorships for the Port Authority’s transportation and trade services and facilities, including JFK, Newark, LaGuardia and Teterboro airports and three bridges between Staten Island and New Jersey.

Opportunities include sponsorship of facilities, information centers and kiosks; event and direct marketing; branded entertainment; sampling and product demos; electronic kiosks; and signage.

The Port Authority is approaching marketers in a wide range of industries: automotive, banking, financial, life insurance, retail, transportation, entertainment and content, packaged goods, fast food and petroleum.

A separate advertising program, handled by Paris media agency JCDecaux, offers non-traditional options and traditional outdoor ad venues to brands. Earlier this month, Decaux extended its contract with to sell advertising space in JFK and LaGuardia airports for another 10 years, and added ad sales at Newark, the New Jersey-Manhattan rail link, the Port Authority Bus Terminal and George Washington Bridge Bus station.

The Port Authority needs new revenue streams (besides tolls and fares) to offset increased security costs to about $400 million a year since 2001 and a projected $520 million for 2005, and to help fund planned infrastructure improvements. Its facilities serve 450 million travelers a year.

“We will never compromise security. However, we also must remain fiscally responsible, and these advertising and sponsorship programs create an opportunity to tap into new revenue sources,” said Port Authority Vice Chairman Charles Gargano in a statement. “These new programs also will generate funding for continued enhancement of our customer service initiatives and expand our world-class transportation facilities.”