DIRECTV Advertising launches a targeted new advertising campaign in connection with “Upfront Week” in New York, framing the week as “a week-long metaphor” for the company’s pay-TV service. According to reporting from Deadline and PR Newswire, the campaign is designed to promote DIRECTV’s multi-channel packages and its converged TV platform as industry executives gather in the city. The effort uses multiple formats, including outdoor advertising placements, promotional teams operating in public areas, and in-air marketing through airline seatbacks. PR Newswire also describes the work as involving creative and media partners, naming TBWA\Chiat\Day LA and Starcom US. Deadline additionally notes that the campaign includes a 30-second spot. Both sources present the central theme as the linkage between the timing and setting of the upfront presentations and DIRECTV’s branding message about the service. The campaign is described as beginning during the period when Upfront Week events take place in New York, with the advertising unit using street-level and transportation-based reach to build awareness among attendees and passersby.