NPR logo Subway Sandwich Shop Literally Rises At Ground Zero

Economy

Subway Sandwich Shop Literally Rises At Ground Zero

Subway shop will rise with the Freedom Tower at Ground Zero in Lower Manhattan. Mark Lennihan/AP Photo hide caption

toggle caption
Mark Lennihan/AP Photo

Subway, the fast-food sandwich company, has earned a reputation for savvy marketing. Now it's taking its publicity machine to a whole new level, literally.

It has transformed a shipping container into a Subway shop and has had it hoisted by crane onto the rising skeleton of the Freedom Tower being built in Manhattan at Ground Zero. As the building rises to it's full 105-floor height, so will the sandwich shop, eventually becoming perhaps the world's highest billboard.

How does McDonald's top this?