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Uber uses DOOH to adorn historic NYC skyline

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November 2, 2021

Uber, the mobility as a service provider, has unveiled its latest brand activation and long-term takeover atop the Bruckner building, overlooking the New York City skyline. Uber signed a five-year contract to take over the sign, operated and designed by Clear Channel Outdoor, according to a company press release.

Uber will be only the seventh brand to adorn the landmark in the sign's nearly 100-year history. Previous brands leveraging the rooftop sign for promotion include iHeart, History Channel, Citco Petroleum and Knickerbocker Beer.

Clear Channel Outdoor, an OOH promotional company, partnered with Uber and their media agencies, Mediacom and Kinetic, on deployment of the sign. CCO's creative team worked with Uber on the design/schematics while its New York construction unit managed fabrication and installation.

"We're excited to partner with Clear Channel to bring one of New York's more recognizable brands to one of its most iconic billboards," Harry Hartfield, public affairs manager for Uber, said in the release.

The five-year takeover reflects the resilience of the ride-sharing/delivery service and New York City, according to the release. Restaurants, sporting venues and Broadway have reopened in recent months as the city continues to rebound from COVID-19. Nearly one million drivers are traveling through city tolls per day in the metro area.