NSW RFS thanks US firefighters on Times Square billboard

‘Imagine fighting a fire higher than this billboard’: the NSW RFS has expressed its gratitude to America in Times Square.

The RFS has thanked Australian and US firefighters with a massive billboard video shown in Times Square in New York City.

The NSW Rural Fire Service will say “thank you” to America for the next two weeks in Times Square, the beating heart of New York City, on a massive screen.

The 20-metre high ad rotates between two screens, emblazoned on a black background that gives way to a wall of flames.

“Imagine fighting a fire higher than this billboard,” it reads in the video that went live on Wednesday.

“Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support.”

Three American firefighters were killed fighting fires in NSW after their plane crashed in the mountains northeast of Cooma.

We wanted to say a big "thank you" to all the firefighters who have worked so hard over the last few months, and to the community for its support. And when we say big, we mean big - 70 feet tall in Times Square, New York. #nswrfs #nswfires #NewYorkCity pic.twitter.com/HT4vQEgkg4

— NSW RFS (@NSWRFS) February 19, 2020

The sky-high ad space that adorns the outside of the Marriott Marquis hotel was donated free of charge to the RFS by US business Silvercast media.

RFS spokesman Greg Allan said the opportunity afforded by the video was too good to miss.

“Times Square is one of the most iconic tourist spots in the world and it’s an amazing opportunity to thank not only our firefighters in Australia but our international contingent,” he said.

“It’s a great chance to thank those that have lost their lives.”

Silvercast media says it's the only company to offer the huge 4K screen, which is one of the largest in the world.

Mr Allan said the size of the screen was perfect to bring home the immensity of the fires that had blackened NSW.

“It shows people in downtown New York what those firefighters have been dealing with,” he said.

But he said the donation from Silvercast was just part of many donations from media companies.

“We’ve been advertising in Sydney and NSW and more than 20 of the largest media companies have provided around $4 million in free advertising space,” he said.

“It’s’ been remarkable the support we’ve received from media to promote the messaging – how fireproof is your plan.”

The RFS worked with Wunderman Thompson, it’s advertising agency, to create the video which will be seen by thousands.

“There was a small cost in the creation and delivery of the video the billboard, but the placement and running of that has been donated,” Mr Allan said.

Wunderman Thompson national chief creative officer Simon Langley said they had donated their time in putting together the video.

“We didn’t have a long time to come up with the idea, we did it in a few days, time was of the essence,” he said.

“You’ve got something of such scale how can you use it in a way that makes use of that billboard.”