When images of a flashy, digital billboard overlooking Times Square and touting the University of New Hampshire began appearing on social media, some green-eyeshade Granite Staters wanted to know how much the extravagant marketing move was costing taxpayers.
Perhaps not surprisingly for the flagship university of America’s most tax-efficient state, it turns out UNH got a great deal: Less than $30k to reach one of the busiest intersections in the world during the holiday season.
Just days before Thanksgiving, UNH introduced its “Where the Wildcats Roam,” kicking it off with the unveiling of a 3-D billboard in Times Square.
University administrators were hyping the high-profile outreach.
“If you’re in NYC over the holidays or watching the Macy’s Thanksgiving Day parade,” UNH President Elizabeth Chilton posted on social media, “keep an eye out for Wildcats on the loose! #GoCats!
“Found the awesome new UNH billboard at 43rd and Broadway in Times Square,” added UNH Director of Athletics Allison Rich, who posted a video of the billboard in action. “UNH Wildcats are everywhere!”
Those posts inspired responses from some students who asked why the university is spending money on premium marketing at a time when budgets are tight.
“Can you use our money for things on campus instead?” one student asked. “A lot of things need improving.”
Another posted, “Super cool to have this after the language I came here to learn got cut, we lost the art museum I applied to work at, and I lost reliable access to my medication when the pharmacy got shut down.”
But administration officials say they got an amazing deal that will promote UNH attendance and fundraising. Total cost: $29,950.
Contacted by NHJournal about the cost of the billboard, Tania deLuzuriaga in the UNH Marketing Department acknowledged it is an unusually flamboyant move for the university.
“Typically, this kind of tactic would be out of our budget. But a last-minute cancellation from an advertiser meant that we were able to secure this space at a huge discount,” deLuzuriaga said. “The billboard will be up through the end of January, which means it will be seen by people from around the world who travel to New York over the holidays.
“This campaign will also be featured on UNH’s social media channels and at alumni events,” she added.
In fact, around the same time the billboard was going up, the university held a “UNH Connect” gathering of grads in Times Square, a tactic many colleges use to promote alumni support.
“Worth noting: 450 million people pass through Times Square annually, and more than 100 million use the Times Square subway station,” deLuzuriaga said. “Typically, our entire out-of-home advertising campaign for the year has an estimated 59 million impressions.”
The UNH team is very excited about this new campaign.
“Stay tuned for more roaming as we head into 2025! Let’s show the world the amazing places Wildcats go and the incredible things they’re accomplishing. Together, we’ll show the world what it means to be part of the UNH family.”
