As TNT prepares to launch this summer's biggest new action series, The Last Ship, the network is sailing into New York City with a boatload of marketing activations, including a gas mask exhibition and a takeover of Grand Central Terminal.
Starring Eric Dane (Grey's Anatomy) and executive-produced by blockbuster filmmaker Michael Bay (Transformers),
The Last Ship tells the epic tale of a global catastrophe and the crew of a Navy destroyer determined to save the planet. The series premieres Sunday, June 22, at 9 p.m. (ET/PT), right before the fourth season premiere of TNT's hit series Falling Skies.
"The Last Ship offers us the opportunity to attract new viewers through an aggressive, eye-catching campaign that not only spotlights the show's pandemic storyline but also capitalizes on the United States Navy's unprecedented participation in making the show," said Tricia Melton, senior
Vice president of entertainment marketing and branding for TNT,
TBS and Turner Classic Movies (TCM).
The following is a rundown of TNT's New York City activations for The Last Ship:
Survival is an Art:
The Last Ship Experience
June 20 at Dia 545
545 West 22nd Street
In The Last Ship, a gas mask is the only defense against an airborne virus of epic proportions. Marking the launch of this blockbuster series,
TNT invites New Yorkers to Survival is an Art:
The Last Ship Experience, an immersive art experience featuring gas masks and fashion from up-and-coming and influential artists who re-imagine the post-apocalyptic. The pop-up gallery will include designs by German designer Irene Luft, who made a splash at last year's Fashion Week. Other designers whose work will be featured in the exhibit are Gary Lockwood, the Bob Basset Workshop, Tom Banwell, Nathan Vincent, Singer Blake, Wren Britton and Howie Katz. The body of work in the exhibit is designed to reflect and appeal to the current pop-cultural fascination with the end of the world.
TNT worked with entertainment branding agency loyalkaspar on this activation.
Grand Central Terminal Takeover
TNT is teaming up with Purell® to spread the word about The Last Ship's pandemic in places where people are already concerned about viruses.
TNT will transform New York City's Grand Central Terminal with
The Last Ship imagery and Purell sanitation stations, with such messaging as, "The virus isn't the only enemy," "80% of the world is dead. Whatever you do, don't breathe," and "The virus spreads June 22. Be prepared."
TNT worked with Mono agency on this activation.
TNT's takeover of Grand Central Terminal is set to last four weeks, beginning Monday, June 16. On Friday, June 20, and Saturday, June 21, branded street teams will be on hand at Grand Central Terminal to give out Purell samples.
The Last Ship - Sunday, June 22, at 9 p.m. (ET/PT)
This summer,
TNT is going to take viewers on an action-packed ride with the exciting new drama series The Last Ship, starring Eric Dane (Grey's Anatomy) and executive-produced by blockbuster filmmaker Michael Bay (Transformers). Based on William Brinkley's popular novel,
The Last Ship comes to
TNT from Bay's Platinum Dunes and its partners, Brad Fuller and Andrew Form, whose credits include the upcoming Teenage Mutant Ninja Turtles. Bay, Fuller and Form serve as executive producers, along with showrunner Hank Steinberg (creator of Without a Trace, The Nine), Steven Kane (The Closer) and director Jack Bender (Lost). Steinberg and Kane wrote the series pilot, which was directed by Jonathan Mostow (U-571).
Premiering Sunday, June 22, at 9 p.m. (ET/PT),
The Last Ship opens with a global catastrophe that nearly decimates the world's population. Because of its positioning, the Navy destroyer U.S.S. Nathan James avoids falling victim to the devastating tragedy. But now the crew and its captain must confront the reality of their new existence in a world where they may be among the few remaining survivors.
Dane stars as Captain Tom Chandler, a career Navy man who is authoritative and decisive, but also fair and courageous. A born leader and a loving father and husband, Chandler is respected and loved by the men and women under his command.
The Last Ship also stars Rhona Mitra (Strike Back) as Rachel Scott, a strong-willed, intelligent and fearless paleomicrobiologist assigned to the Nathan James to investigate the cause of billions of deaths worldwide. Adam Baldwin (Firefly, Chuck) is Slattery, the ship's second-in-command who worries deeply about his family and occasionally clashes with Dane's Captain Chandler over the best course of action. The series also stars Travis Van Winkle (Heart of Dixie), Charles Parnell (Pariah), Christina Elmore (Fruitvale Station), Sam Spruell (Snow White and The Huntsman) and Marissa Neitling (Leverage).
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