The Last Ship Experience Docks in NYC

17 Jun 2014 - By TW Staff

TNT is gearing up for the premiere of Michael Bay's new action-adventure series with a boatload of interesting, if unusual, marketing initiatives. The Last Ship, starring Eric Dane and Rhona Mitra, is about the crew of a Navy destroyer determined to save the planet after a global catastrophe decimates the world's population.

"The Last Ship offers us the opportunity to attract new viewers through an aggressive, eye-catching campaign that not only spotlights the show's pandemic storyline but also capitalizes on the United States Navy's unprecedented participation in making the show," said Tricia Melton, senior vice president of entertainment marketing and branding for TNT, TBS and TCM, in a press release.

TNT is taking over Grand Central Terminal in New York City for four weeks with pandemic imagery, Purell sanitation stations and eye-catching messaging such as, "80% of the world is dead. Whatever you do, don't breathe."

Speaking of breathing… there is also an immersive art exhibit featuring gas masks and fashion re-imagined for the post-apocalyptic world. The pop-up gallery includes designs by German designer Irene Luft, who made a splash at last year's Fashion Week, and other such as Gary Lockwood, the Bob Basset Workshop, Tom Banwell, Nathan Vincent, Singer Blake, Wren Britton and Howie Katz.

If you're in the NYC area this month, make sure to sail through Grand Central and pick up some Purell, or take in Survival is an Art: The Last Ship Experience located at Dia 545 on West 22nd Street.

The Last Ship premieres June 22 on TNT.