CarMax Pulls Up to the New York Market With High Line Activation 

The auto retailer 'brought its entire inventory' to announce its tri-state debut

“You only come to New York once. And when you do it, you gotta do it big. Hence…this!” 

That is how Yujin Heo, CarMax’s vp of creative, described the company’s recent activation on The High Line, the elevated park along Manhattan’s west side that runs through the bustling and high-end real estate-heavy neighborhoods of the West Village, Meatpacking District, Chelsea and Hudson Yards.  

Heo and her team were told more than 300 people pass through the park per hour on a weekend, and it was ready to show off CarMax’s inventory of 40,000 cars in what it hoped would be a creative and fun way. 

For the auto retailer and its creative partner, The Martin Agency, that included welcome signage that looked like visitors were entering a house of cars, where they were greeted with branded candy hearts and encouraged to scan a QR code to find out which car matches their personality...

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