XRP's ambitious marketing drive is becoming increasingly evident after the cryptocurrency appeared on subway trains and stations on Manhattan's 42nd Street.

Recent videos have revealed subway cars plastered with the crypto's large white logo, set against a black backdrop.

The striking marketing campaign also includes American flags and the slogan "Crypto Responsibly." The slogan is a key element of XRP's current marketing strategy.

The marketing effort reportedly extends beyond the subway trains' exterior: XRP's logo and branding are visible within the subway cars and the station itself.

The marketing blitz comes at a crucial time for XRP, as Ripple is set to host its premier Swell conference this week in New York City.

XRP's monumental marketing efforts

The subway advertising campaign aligns with XRP's push to create a unique brand identity in the public domain.

XRP officially launched its X account on Oct. 19. The account is a collaborative initiative between Ripple and the XRP Ledger Foundation.

In the first tweet, the account simply said: "Hello, world. It's about time."

This launch coincided with the release of a new website, XRP.org, that focuses on the cryptocurrency's use cases such as cross-border payments and low-cost transactions.

The "Crypto Responsibly" slogan is prominently featured on the site, echoing the marketing message seen on NYC's subway trains.

The NYC subway advertising is not XRP's first foray into mainstream marketing this year.

In July, Ripple announced a multi-year partnership with the University of Kansas. The partnership introduced XRP branding to the university's sports teams, including their football and basketball teams.

As yet, there is no official confirmation about the financial outlay, length, or extent of the NYC subway marketing campaign.

Ripple Swell and XRP hackathon in focus

The timing of the subway marketing campaign is particularly interesting, given the string of high-profile XRP events in NYC.

The AI & Fintech XRP Ledger Hackathon took place in NYC on Oct. 24–25. This was a 36-hour coding marathon organized by XRPL Commons.

Major industry names like Ripple, Mastercard, Ledger, Amazon Web Services, and QuickNode partnered for the hackathon.

The hackathon was deliberately timed before Ripple's premier Swell conference. Swell is scheduled from Oct. 27 to Oct. 29.