To update the bold and elegant advertising campaign and graphic program that was designed for Top of the Rock in 2013, Pentagram approached the campaign that highlights the one-of-a-kind vista seen from its observation deck with a fresh take on the original design.
To emphasize the breathtaking moment you step out onto the Top of the Rock deck, Pentagram updated the visual on the stunning campaign, originally designed in 2013. The new ad features the same panorama, seen from two times of day. The reduction in panels simplifies the previous design, and emphasizes the fullness of the view, while maintaining the special quality of seeing the New York skyline at multiple times of day. The text increased in size to further engrain the tagline of “ANY Point of View,” into the New York psyche.
The updated campaign was very well received. The client was especially eager to promote it in New York three main airports: JFK, La Guardia, and Newark to pique the interests of those coming into the city, eager to begin their New York experience.