The Metropolitan Transit System (MTS), which runs the San Diego Trolley, is dressing up it trolley cars to help advertise several of the television shows debuting this fall.
The shiny red cars, a trademark of the city, are now covered in advertisements for such shows as ABC's ‘Dead of Summer’, and Marvel's ‘Agents of S.H.I.E.L.D’, as well as ‘The Exorcist’ and ‘Son of Zorn’, which will show on Fox. The cars are getting this treatment in time for Comic-Con, which takes place next month. Approximately 12 three-car trains are being decorated with the advertisements, with workers laboring early in the morning and late at night on the project.
Angela Courtin, who is the Fox Network's chief marketing officer, says Comic-Con is a major event at which networks can introduce new shows, so it is important to set them apart from others. Fox chose the trolley because it believed the concept to be fun, and also because the trains are always moving, taking the ads to the fans.
The MTS's director of marketing, Rob Schupp, said every car that passes the convention center where Comic-Con is held will be wrapped. That same trolley line also goes past the Gaslamp Quarter and Seaport Village, which are popular with visitors. MTS is making about $300,000 from the various advertisers.
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