DIRECTV Advertising announced that it is launching a multi-channel out-of-home (OOH) and digital campaign, which aims to turn the annual gathering into a living metaphor for what the converged TV platform delivers.

“For one week, every major programmer and streamer comes together in one place,” said Amy Leifer, chief advertising officer at DIRECTV Advertising. “The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realized that’s exactly what we do at DIRECTV every day. We’ve found a unique way to show brands and media buyers that this week isn’t just an industry event. It’s our value proposition come to life.”

The digital campaign features a combination of high-impact digital-out-of-home (DOOH) placements, targeted experiential brand activations, and digital video, trade publication and social advertising. It began on flights into New York May 10, with spots running on live TV programming on airplane seatbacks through DIRECTV Remote, the company’s DOOH network.

The :30 spot welcomes viewers to the Upfronts with a visual trip that aims to draw parallels between Upfront Week and DIRECTV’s year-round mission. It includes the tagline “Enjoy the Week-Long Metaphor for DIRECTV.”

Upfront attendees will experience presentations from DIRECTV as well as meetings, cross-city travel with digital signage near key venues and transit hubs and LED trucks featuring DIRECTV messaging, along with digital billboards at the crossroads of the world (and the Upfronts), Times Square.

DIRECTV street teams and brand ambassadors will surprise attendees with swag and rides around the city in branded SUVs. The end of the campaign will feature TV spots on return flights from New York as attendees head home.

DIRECTV Advertising collaborated with creative agency TBWA\Chiat\Day LA and media agency Starcom US on the campaign concept and execution.

“When we looked at Upfronts week, it started to feel like a perfect, if slightly unintentional, demonstration of what DIRECTV does every day: bringing the entire TV world together in one place,” said TBWA\Chiat\Day LA Group creative director Mark Peters. “So, we just had fun with pointing that out.”

DIRECTV said that the company has plans to continue marketing and client engagement throughout the Upfront buying season to extend the campaign.

“The media ecosystem has never been more fragmented, and that creates a real opportunity for platforms that can unify it,” said Shelby Saville, chief executive officer, Starcom US. “As audiences continue to splinter, brands are under growing pressure to show up with consistency, relevance and scale. DIRECTV offers something powerful: a unified platform that connects live TV, streaming and out of home, creating a seamless experience for viewers and brands, one that meets people exactly where they are, just like this campaign.”