NYC & Company has kicked off “its most expansive global tourism marketing campaign to date”, as New York City looks to welcome a record 13.9 million international visitors in 2019.
The refreshed Famous Original New York City campaign, valued at approximately US$20 million, will be unveiled across 22 countries including first-time markets Singapore and Ireland.
This promotional effort, with a “Welcomes You. Always.” tagline, presents travel partners with several colourful iterations from which to choose, with further design executions featuring other uniquely-NYC imagery still expected to come.
New to this year’s refreshed Famous Original New York City initiative is a toolkit, which include five-borough imagery, video and other creative assets, that will be given to all partners to promote New York City.
The My Famous Original New York City personalisation hub will help users gather inspiration, plan their visit and navigate the destination, by offering ‘favouriting’ tools and providing information (including in-language content in French, German, Portuguese, and Spanish) in response to their behaviour and feedback while using the website. The hub will also offer visitors the option to book New York City restaurants, hotels and attractions directly on the website.
NYC & Company’s city-to-city tourism partnerships are being leveraged to support this global tourism marketing effort, spotlighting New York City via in-kind media in Buenos Aires, Argentina; Cape Town, South Africa; and Toronto, Canada. Starting this autumn, NYC & Company will also collaborate with global corporate partner MasterCard on out-of-home advertisements promoting New York City in key Latin American markets Chile, Colombia and Mexico.
NYC & Company has partnered with tour operators and airlines to offer packages and flight-only deals driving visitation in 1Q2020. In addition to out-of-home media through an ongoing in-kind partnership with media provider JC Decaux, digital, partner-owned, and paid promotion contribute to an approximate campaign value of US$20 million to date.
This week in the UK, the city’s leading source of international visitation, digital out-of-home advertisements were 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.
Next month, new digital promotion will appear across Facebook, Instagram and YouTube platforms in Brazil, India, Mexico and the UK. In conjunction, visitors will soon discover a new personalised experience on NYCGO.com, the official guide for everything to see and do across the five boroughs.