We invited everyone in New York City with a sharp focus on families. Since it's New York City the reach went well beyond the city limits to cover all 50 states and over 110 countries! The number one question police were asked in Times Square prior to the Charmin NYC Restroom experience was "Where's the Bathroom?" From Nov. 20th to Dec 31st, 2006 they had an answer, 1540 Broadway, smack in the middle of Times Square - Charmin's Holiday Gift to NY delivering surprise and delight with the plushest flush in town!
To continue to be the Red Cross of Restroom, Charmin took their experience to the crossroads of the world in the ultimate proof-point environment, a place renowned for having virtually everything BUT clean and abundant public restrooms, New York City, during the hectic holiday shopping season. Not only did we have to create an experience in THE ultimate proof-point environment, we needed to attract worldwide media attention, deliver surprise and delight and continue to take commodity out of the bath tissue equation.
We would have loved to have all 8 million residents of New York City visit (given more time we may have) but we had to settle for hosting 428,328 families (approx. 10,400 per day - more than double the original projections) with more daily visitors than attendees to the Statue of Liberty. Charmin NYC Restrooms became a New New York City destination resulting in over 464,600,000 media impressions, exposure in every major newspaper (domestic and worldwide) with The New York Times running 5 stories, 2 on the front page, and a Sunday editorial referring to Charmin as "The Disneyland of Restrooms", and multiple airings on every major TV network including Good Morning America, The Today Show, The Early Show and Fox & Friends! The excitement spread virally to YouTube with over 400 user-generated videos posted by families chronicling their experience and passing it on. Beyond brand lift, Charmin had the opportunity to spend, on average, 22 uninterrupted minutes with young families and surround them with an undeniable Charmin experience.