Ballyhoo Media secures exclusive advertising contract with the Staten Island Ferries & Ferry Terminals

Ballyhoo Media, the largest waterway media company in the nation, announces its
10-year ferry transit advertising agreement with the New York City Economic Development Corporation (NYCEDC) and the New York City Department of Transportation (NYCDOT). This agreement is set to revolutionise the out-of-home advertising opportunities on one of New York City’s most iconic transit systems– the Staten Island Ferries. 

While most out-of-home (OOH) advertising focuses on land-based assets, Ballyhoo Media is redefining the space by expanding its innovative waterway media to transit systems like Staten Island Ferry and Washington State Ferry. Building on the success of its digital boats in Miami, Ballyhoo is partnering with these culturally integral transit systems to modernise them with impactful, large-format advertising. 

“This partnership gives brands a fresh way to connect with New York City audiences in unique, uncluttered spaces,” says Tyler Zlatin, CRO of Ballyhoo Media. “It’s unlike any other commute in the City. Passengers enjoy a 30-minute journey surrounded by breathtaking waterfront views. With limited OOH options in Staten Island, this advertising program is one of the few ways brands can reach an engaged, captivated, and affluent audience.” 

Running 24/7, 365 days a year, the Staten Island Ferry serves as a vital link for both commuters and tourists, offering seamless transportation across New York Harbor along with breathtaking views of the Statue of Liberty and the Manhattan skyline. 

“We’ve thoughtfully curated hundreds of new advertising assets across our ferries and terminals, creating valuable opportunities for brands and budgets of all sizes to engage with Staten Island Ferry passengers,” said Helen Roldan, Communications Director for Ballyhoo Media. “Staten Island is home to one of the largest commuter ferries operating on a single route. By reaching this distinct audience, we are expanding our waterway media offerings and tapping into one of the most sought after DMAs in the nation.” 

In addition to the ferries, this partnership grants Ballyhoo Media exclusive advertising rights within the terminals of this essential transit network. Serving 22 million passengers annually, the Staten Island Ferry connects the borough’s transit system to the rest of the city. The St. George Terminal links with the Staten Island Railway and NYC Bus services, while the Whitehall Terminal in Lower Manhattan provides seamless connections to the NYC subway and the Financial District, reinforcing the ferries’ role as a vital transportation hub. 

With over a quarter of Staten Island’s population commuting car-free and a highly concentrated, affluent audience, this advertising program is designed to target a coveted market. By strategically utilising passenger flow data and optimising available space, the new program reduces visual clutter, offering high-impact placements that stand out in New York City’s competitive advertising landscape. 

Enhancing partner spaces through digital out-of-home advertising is central to Ballyhoo Media’s mission. Under the agreement, the Staten Island Ferries’ advertising program will transition from traditional static formats to state-of-the-art digital screens, optimising ad placements across terminals and vessels to boost visibility and engagement. 

Ballyhoo Media has committed to investing millions of dollars over the course of the partnership to convert existing formats, improve aesthetics, and ensure regular maintenance. This effort also includes close collaboration with local agencies to support public service announcements effectively.