Heard on the Hill

Believe It or Not! Heritage Goes Times Square

The engagement gurus at the Heritage Foundation are going for marketing gold in the race to cripple President Barack Obama’s signature health care overhaul, sounding interactive alarms against government-sponsored coverage on a towering new Times Square billboard.

Heritage strategist Genevieve Wood said the eye-catching advertisement — public relations analysts estimate that the mammoth marketing tools reach around 1.8 million passers-by each day and rake in millions of dollars in revenue from exposure-hungry organizations each year — is expected to go up Tuesday and should stay up for a month after.

“It’s not just for politicians. We want the American public to see it,” Wood told HOH of the rationale behind proselytizing in NYC instead of, say, administration-driven D.C.

The ad urges viewers to text “hazard” to a special number (33733) — attendees at a tea-party-led gathering on Capitol Hill received similar marching orders, though their password was “rally” — which triggers an auto-reply directing them to Heritage’s companion video: