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Michael Bay’s action series for TNT is set to debut June 22, so the week before its air date, the cable net is pulling out all the stops. First stop: New York City.
“The Last Ship” tells the story of the crew onboard a naval destroyer tasked with dealing with the aftermath of an unknown virus sweeping throughout the world, creating a global pandemic. Along these lines, TNT and Purell are taking over Grand Central, beginning June 16, with “Last Ship” branding and sanitation stations and the following messaging:
“The virus isn’t the only enemy”
“80% of the world is dead. Whatever you do, don’t breathe”
The marketing plan, created in part by Mono, will last four weeks, and the weekend before the show’s premiere will also feature street teams onsite giving out Purell samples.
June 20 will also launch “Survival is an Art: The Last Ship Experience,” an exhibit incorporating gas masks and “fashion from up-and-coming and influential artists who re-imagine the post-apocalyptic,” according to TNT. The gallery will feature work from artists including Irene Luft, Gary Lockwood, the Bob Basset Workshop, Nathan Vincent and Howie Katz, among others. Branding agency loyalkaspar worked with TNT on the pop-up exhibit at Dia 545, which is free and open to the public during its run.
Just before the launch of “The Last Ship” comes reality crime series “Cold Justice,” which is kicking off the second half of its second season on June 20. TNT is running an all-day marathon and a special episode with case updates hosted by “America’s Most Wanted’s” John Walsh. The marathon starts June 20 at 3 a.m., leading up to the new episode at 9 p.m. “Justice Served,” the look-back episode with case updates, will air July 18.
[Image courtesy of TNT]
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