Today, June 1, Dunkin’ Donuts celebrates "National Donut Day" by unveiling its first digital billboard in Times Square in collaboration with iconic Broadway producer and director Harold Prince. The billboard will advertise PRINCE OF BROADWAY: THE MUSICAL OF A LIFETIME, scheduled to open next fall. The show is a look at Prince’s unrivaled career, which has seen him win more Tony Awards than any other person in the history of Broadway.
Prince will join Dunkin’ Brands, including Dunkin’ Brands CEO Nigel Travis and Chief Global Marketing and Innovation Office John Costello, for the morning festivities at NASDAQ.
Inspiration can come in all shapes and sizes. In the case of Harold Prince, the legendary Broadway producer and director, it came during a leisurely January stroll through Times Square.
A fan of Dunkin’ Donuts, Mr. Prince couldn’t help but think that the brand’s Times Square billboard, high above One Times Square, would be a more exciting asset if it incorporated digital and interactive aspects. This led Mr. Prince to write a letter to John Costello, Chief Global Marketing and Innovation Officer at Dunkin' Brands, stating his case for the new billboard.
As luck would have it, Dunkin’ Donuts was already in the planning stages to create such a billboard. The new digital billboard would have the captivating visual elements that Mr. Prince requested in his letter. Dunkin’ Donuts was certainly honored to have such a legendary New York figure take notice and extended an invite to have Mr. Prince join in the celebration of the new digital billboard.
The new digital billboard will provide video content for the millions of people who travel through Times Square each week.
Photo Credit: Peter James Zielinski