NYC & Company unveils its refreshed digital-first global tourism campaign

Published on : Friday, November 23, 2018

NYC & Company, New York City’s official destination marketing organization unveiled its refreshed digital-first global tourism campaign “Famous Original New York City.” The $15 million (USD) campaign aims to reach travelers from around the world, celebrating the personal ways in which 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.


NYC & Company president and CEO Fred Dixon said, “Our refreshed campaign ‘Famous Original New York City’—with its affirming tagline ‘Welcomes You. Always.’—is designed to reinforce New York City’s fundamental values of diversity and inclusion and its world-class welcoming spirit. Utilizing our new digital tools and affinity-driven content, we invite global visitors to discover their ‘Famous Original New York City’ now.”


Out-of-home advertisements will appear domestically in New York City, Boston, Chicago, San Francisco and San Juan. Internationally, the campaign will come out in Argentina, Australia, Brazil, Canada, Chile, France, Germany, Italy, Japan, Mexico, Spain, Sweden and United Kingdom and first-time markets Colombia, India and Peru.


In affiliation with Facebook and Instagram, the campaign will utilize content marketing that has been developed to attract audience members with specific interests and behaviors.


This year there are tools that will allow visitors to immediately book or favorite Classic, Glamorous or Secret elements, including attractions, museums, restaurants, shopping, tours and editorial packages.


Additionally, NYC & Company holds several tourism alliances domestically and internationally.


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