As New York City looks to welcome a record 13.9 million international visitors in 2019, this week NYC & Company kicked off its most expansive global tourism marketing campaign to date. The refreshed “Famous Original New York City” initiative is valued at approximately US$20 million and will reach 22 global markets including, for the first time ever, Ireland and Singapore. NYC & Company will also soon launch a more personalized experience on NYCGO.com.
“Starring the iconic and emblematic Statue of Liberty, this campaign unequivocally reminds international travelers that New York City welcomes them always,” said Fred Dixon, President &CEO, NYC & Company. “As we round out what is set to be another record-breaking year for tourism, we invite visitors from around the globe to discover their own Famous Original New York City.”
NYC & Company has strategically partnered with tour operators and airlines to offer packages and flight-only deals driving visitation in the first quarter of 2020. This week in the United Kingdom, the City’s leading source of international visitation, digital out-of-home advertisements rolled out in collaboration with British Airways. Additional partners include Aeromexico (Mexico), Asiana Airlines (South Korea), CVC (Brazil), El Corte Inglés (Spain), FTI (Germany), HIS (Japan) and SAS – Scandinavian Airlines (Denmark, Norway and Sweden), with more to be announced.
The redesigned campaign continues to promote the tagline “Welcomes You. Always.” and presents travel partners with several colorful iterations from which to choose, with further design executions featuring other uniquely-NYC imagery still expected to come.
Next month, new digital promotion will appear across Facebook, Instagram and YouTube platforms in Brazil, India, Mexico and the UK. “We are pleased to launch the latest and largest installment of our ‘Famous Original’ global tourism campaign to inspire visitors to choose New York City now for their next holiday,” said NYC & Company Chief Marketing Officer Nancy Mammana. “This latest iteration not only features engagement with a multitude of travel trade partners, but also an enhanced and more personalized digital experience for visitors planning their next visit to The Bronx, Brooklyn, Manhattan, Queens and Staten Island.”
2019 is expected to be the tenth consecutive year of tourism growth for New York City, with 66.9 million visitors expected including 53 million domestic travelers and 13.9 million international visitors. Last year, the destination welcomed 65 million visitors. New York City has the most active hotel development pipeline in the nation, with approximately 123,000 hotel rooms currently with another 20,000 rooms on the way.