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Gray Line New York: Ride of Fame Case Study
Hollywood may have its 'Walk of Fame," but now New York has its own mobile monument to immortalize New Yorkers. Gray Line New York, New York City's iconic double-decker tour bus company has been a proud staple of the New York City tourism industry since 1926, bringing visitors to all the must-see stops on its signature red buses. While there is a strong association and solid brand awareness of Gray Line New York among visitors, this leading tourism company wanted to raise its profile even further, via a strategic A-list celebrity campaign.

With extensive travel PR experience, as PR agency of record, we created and implemented a monthly strategic celebrity partnership series, aligning Gray Line New York with some of the world's most press-worthy celebrities, while continuing to position the brand as a New York City travel authority. To do this, we launched Gray Line New York's "Ride of Fame™" monthly campaign, where the company recognizes and honors leading New Yorkers, whom they identify as exemplary community figures, by outfitting a bus in their fleet to each dedicatee.

Each month, 5W Public Relations secures a celebrity dedicatee and manages the ribbon-cutting ceremony where the celebrity's own Gray Line New York double-decker bus is unveiled to the public, and to dozens of media outlets. Since the inception of the program in mid-2010, Ride of Fame™ celebrities have included Donald Trump, Whoopi Goldberg, Liza Minnelli, Richard Dreyfuss, Cyndi Lauper, Reggie Jackson, Rachael Ray, and more.

With over a billion impressions thus far, 5W Public Relations has secured feature stories and broadcast segments on the Ride of Fame™ series including The Wall Street Journal, The New York Post, The New York Daily News, FOX News, FOX & Friends, NY1, PerezHilton, E! Entertainment News, ABC, NBC's LXTV, USA Today, The Insider, Entertainment Tonight and more.

To further Gray Line New York's celebrity fan base, we have also secured additional opportunities for the company such as being included in the official opening titles for the Kardashian's reality show on E!'s hit show, "Kourtney & Kim Take New York," where the girls filmed atop of one of its iconic buses, now shown in every episode of the popular series.

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5WPR Travel and Hospitality Division Client Portfolio