The NYC Department of Small Business Services (SBS) is supporting local small businesses with the "Shop Your City Challenge" which include (1) ads in laundromats, (2) ads on coffee sleeves used in independent coffee shops and (3) ads on cash jackets handed out to customers in check cashing stores.
For the first phase of the campaign, the ads encouraged customers to shop local small businesses, take photos and post them to social media to enter into a contest to win a prize. For the second phase, the ads had a general message about patronizing local stores and service providers.
Coffee sleeve and cash jacket advertising are particularly effective because the viewer "holds the ad" and spends time with the ad as it goes about its day.
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