THOMAS PULLS INTO SUBWAY RESTAURANTS
By Adnews Staff
Subway Restaurants of Milford, Connecticut and Destination Films of Santa Monica, California have teamed up in a new summer promotion supporting the July 26th release of the full-length film Thomas and the Magic Railroad, based on the television series Thomas the Tank Engine & Friends. The promotion includes a Subway Kids Pak tie-in featuring toys from the movie. Subway's Kids Pak includes a deli-style sandwich, a cookie and a small drink. The tie-in consists of one of four toy train engines that appear in the film. The promotion runs from July 10 to August 20. It will be supported with point-of-purchase materials, in-restaurant signage and local television advertising. The promotional materials were created in-house by Subway, while the television advertising was created by Subway's new creative agency-of-record Messner Vetere Berger McNamee Schmetterer/EURO RSCG of New York. MVBMS won the Subway account in late March, replacing Publicis Hal Riney and Partners of Chicago.