The striking marketing campaign also includes American flags and the slogan “Crypto Responsibly.” The slogan is a key element of $XRP‘s current marketing strategy.
The marketing effort reportedly extends beyond the subway trains’ exterior: $XRP‘s logo and branding are visible within the subway cars and the station itself.
The marketing blitz comes at a crucial time for $XRP, as Ripple is set to host its premier Swell conference this week in New York City.
$XRP‘s monumental marketing efforts
The subway advertising campaign aligns with $XRP‘s push to create a unique brand identity in the public domain.
$XRP officially launched its X account on Oct. 19. The account is a collaborative initiative between Ripple and the $XRP Ledger Foundation.
In the first tweet, the account simply said: “Hello, world. It’s about time.”
This launch coincided with the release of a new website, $XRP.org, that focuses on the cryptocurrency’s use cases such as cross-border payments and low-cost transactions.
The “Crypto Responsibly” slogan is prominently featured on the site, echoing the marketing message seen on NYC’s subway trains.
The NYC subway advertising is not $XRP‘s first foray into mainstream marketing this year.
In July, Ripple announced a multi-year partnership with the University of Kansas. The partnership introduced $XRP branding to the university’s sports teams, including their football and basketball teams.
As yet, there is no official confirmation about the financial outlay, length, or extent of the NYC subway marketing campaign.
Ripple Swell and $XRP hackathon in focus
The timing of the subway marketing campaign is particularly interesting, given the string of high-profile $XRP events in NYC.
The AI & Fintech $XRP Ledger Hackathon took place in NYC on Oct. 24–25. This was a 36-hour coding marathon organized by XRPL Commons.
Major industry names like Ripple, Mastercard, Ledger, Amazon Web Services, and QuickNode partnered for the hackathon.
The hackathon was deliberately timed before Ripple’s premier Swell conference. Swell is scheduled from Oct. 27 to Oct. 29.
