NYC & Company, New York City’s official destination marketing organisation has unveiled its refreshed digital-first global tourism campaign “Famous Original New York City.”The campaign intends to reach travellers around the world, celebrating the personal ways NYC can be experienced. Original in-house creative—along with supporting video, photo galleries, editorial and social content—is pegged to distinct newly curated travel “affinities”:Secret NYC, Glamorous NYC and Classic NYC.
Fred Dixon, President and CEO, NYC & Company said, “Our refreshed campaign ‘Famous Original New York City’—with its affirming tag line ‘Welcomes You. Always.’—is designed to reinforce New York City’s fundamental values of diversity and inclusion and its world-class welcoming spirit. Utilising our new digital tools and affinity-driven content, we invite global visitors to discover their ‘Famous Original New York City’ now.”
Digital, in-kind and partner media contribute to an approximate campaign value of US$15 million, with promotions running globally across 17 countries through summer 2019. Out-of-home advertisements will appear domestically in New York City, Boston, Chicago, San Francisco and San Juan. Internationally, the campaign will appear in Argentina, Australia, Brazil, Canada, Chile, France, Germany, Italy, Japan, Mexico, Spain, Sweden and United Kingdom. With our out of home media partner JC Decaux, the promotions will run for the first-time in Colombia, India and Peru.
In partnership with Facebook and Instagram, the campaign will utilise content marketing that has been developed to attract audience members with specific interests and behaviours. Artificial intelligence will target social media users with an intent to travel, ultimately encouraging visits to the campaign landing page, where dynamically generated content—pegged to the travel affinity of interest—will live, along with market-specific travel offers.
New this year are tools that will allow NYCgo.com visitors to immediately book or favourite Classic, Glamorous or Secret elements, including attractions, museums, restaurants, shopping, tours and editorial packages. Users who have favourited items can then build custom itineraries based on personal, saved interests through the travel-planning tool Utrip. Additional travel affinities will be introduced throughout the campaign’s duration.
Additional strategic collaborations with partners including Aeromexico (Mexico), British Airways (UK),Copa Airlines (Chile),Porter Airlines (Canada), TUI (Germany)and TripAdvisor are live, with further partnerships to follow. Through these partners, various travel packages will be offered throughout the duration of the campaign, many including flight and/or hotel deals.
In addition, NYC & Company holds several tourism alliances domestically and internationally. These strategic city-to-city partnerships spotlight New York Cityvia in-kind media in Toronto, Canada; Madrid, Spain; and Tokyo, Japan. Through a first-ever city-to-island partnership announced last month, NYC & Company is also promoting “Famous Original New York City” in San Juan, Puerto Rico.
Nancy Mammana, Senior Vice President, Marketing, NYC & Company said, “The newest iteration of the “Famous Original New York City” campaign pushes the boundaries of digital marketing and is our answer to the challenge of how to present a destination that is many different things to many different people.”