Back in December, SIXT, the leading global mobility provider, launched their first ever U.S. brand campaign entitled 'Rent THE Car.'

As one of the first major OOH executions of this campaign, the brand is turning New York's Times Square orange.

For the next six weeks, locals and visitors of the popular area will not be able to miss the attention-grabbing billboards that cover the heart of Times Square in SIXT’s bright orange colour, featuring premium BMW vehicles as one of SIXT’s important OEM partners.

Konstantin Sixt, CEO at SIXT, said, “Looking at Times Square shining in orange is a testament to what our U.S. team has achieved. SIXT has significantly improved its footprint in the U.S. and our advertising campaign is a sign of our strong ambitions, always in the name of providing the best possible experience to our customers.”