To create an advertising campaign for the Rockefeller Center that emphasized Rockefeller Center as a place where New Yorkers can experience their daily lives in an incredible environment.
To capture the dual nature of Rockefeller Center as both a destination and a shopping and dining center, Pentagram came up with the tagline of “Experience Extraordinary. Every Day.” Shots of normal New Yorkers eating, shopping, reading the paper, and meeting friends become glamorous set in the majestic environment of the Rockefeller Center.
The client was very pleased with the result, and the advertising campaign was propagated in print through popular New York magazines, as well as on the streets of New York via bus shelters and telephone kiosks. The campaign encouraged people to take advantage of the accessibility of the gorgeous “city within a city” that lies in the heart of Manhattan.