Metropolitan Transportation Authority Selects Octagon Worldwide and Civic Entertainment Group to Pursue Innovative Sponsorship Marketing

Metropolitan Transportation Authority Selects Octagon Worldwide and Civic Entertainment Group to Pursue Innovative Sponsorship Marketing

Program Aims to Raise Revenues and Improve Rider Experiences

NEW YORK, Jan. 27 /PRNewswire/ -- The Metropolitan Transportation Authority (MTA) today announced it was embarking on a ground-breaking new marketing initiative that will allow brands to partner with the agency in unprecedented integrated sponsorship programs. The MTA has tapped two leaders in the field, Civic Entertainment Group (Civic), a New York-based marketing company with a dedicated practice in public/private partnerships, and Octagon Worldwide, one of the world's largest sports and entertainment marketing companies, to execute the program.

As part of their mandate, Octagon and Civic will identify program opportunities and attempt to obtain partners for them. The goal, explained the companies, is to identify areas in which the ridership experience can be enhanced, and then find corporate partners willing to help fund those enhancements. These relationships will help the MTA generate much-needed revenue, in a way that also addresses key areas of interest, including capital improvements.

Civic and Octagon have been awarded a two-year contract.

"The MTA's vast array of assets present compelling opportunities for brands to tell their story in unique and differentiating ways," said David Bober, Senior Vice President of Octagon Worldwide. "There is also great benefit to the MTA and its ridership as well, as companies now have the opportunity to actively help to improve stations, whether sponsoring a cleaning crew for a line, improving lighting and sound in various stations, and/or designing a more comfortable and efficient waiting area or car. Riders benefit, the MTA benefits, and participating companies benefit. It's an idea whose time has clearly come."

"We are thrilled to have been chosen by the MTA to help pursue partnership opportunities on their behalf," said Stuart Ruderfer, co-CEO of Civic Entertainment Group. "The MTA is a New York institution, and this is a very innovative step they are taking. For several years, Civic has been working to seek ways in which companies can tastefully lend resources to public institutions to improve programs, services and facilities without asking the public to foot the bill. Given the critical role the MTA has played and continues to play in the lives of 8 million New Yorkers each day, the diversity of the ridership and the scope of the franchise, we believe companies will embrace the opportunity to participate in this exciting new program."

"We are very excited at the prospect of working with the MTA in this bold and visionary new initiative," said Octagon's Bober. "With the increasing proliferation of media competing for viewers' attention, we believe that more and more companies -- and agencies such as the MTA -- are realizing they need big ideas that break through the clutter. The MTA plays a critical role in the lives of millions, safely getting them to and from work, school, and visits with family and friends. For the first time, companies now have an opportunity to associate with this ultimate and intimate link in the lives of New Yorkers, as well as have a chance to be a partner in improving this iconic New York institution. The programs created will improve rider experience and directly impact the safety and comfort of millions of New Yorkers."

"We believe that MTA sponsorship can offer a truly unique alternative media solution," said David N. Cohn, Co-CEO of Civic Entertainment Group. "The agency's openness to implementing innovative solutions to its budget gap, and the incredible assets and access that the program offers to corporate sponsors, make this a program that we believe will be immensely successful. One of our highest priorities is to make sure that the MTA accomplishes its objectives in a manner that is tasteful, one that befits the setting of widely-used public spaces, as well as the dignity of a 101-year-old public authority. We look forward to working with the MTA and corporate sponsors to achieving their objectives, while also creating tangible public benefits for anyone who rides the MTA."

Civic Entertainment Group and Octagon Worldwide say they plan to explore program-based sponsorship opportunities in a variety of categories, including capital improvements, ridership rewards/affinity programs, licensing, merchandising, branding, etc.

Octagon is one of the world's leading sports and entertainment event marketing companies with global expertise in public/private partnerships, consulting, athletes & personalities, event management, property representation, marketing solutions, licensing and merchandising, talent procurement and television rights and production. As part of The Interpublic Group (NYSE:IPG), one of the world's leading organizations of advertising agencies and marketing services, Octagon employs more than 1,000 people in 60 offices around the world. For further information please visit: http://www.octagon.com/.

Civic Entertainment Group, based in NYC, is a marketing and promotions agency with a dedicated practice in public-private partnerships. Civic specializes in public-spirited campaigns. Civic runs Save Our History for The History Channel, with a White House tie-in (a first) and recently negotiated a $19.5 million partnership between The History Channel and New York City to boost tourism. The firm was founded in 1999 by Stuart Ruderfer and David Cohn, who started out by establishing a Marketing & Special Events division of the New York City Parks & Recreation Department for New York City Mayor Rudolph W. Giuliani in 1994. During their tenure, the two organized a free Garth Brooks concert in Central Park sponsored by HBO and a city-wide recreation program with Rollerblade. Clients include: CNN, eBay, HBO, MBNA, Sony, and New York Public Library. The Promotion Marketing Association recently honored the Save Our History campaign with the 2004 PRO Award for Best Idea/Concept.

Website: http://www.octagon.com


Source: Civic Entertainment Group

CONTACT: Amanita Duga-Carroll, +1-212-843-8066, or Gladwyn Lopez,
+1-212-843-9231, both of Rubenstein Associates, Inc., for Civic Entertainment
Group; or Chris O'Neill of Civic Entertainment Group, +1-212-841-7026


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