New York City’s tourism marketing organization, NYC & Company, is launching a big, new campaign — “True York City — with media and partnerships running across 17 countries through next spring.
The value of the campaign is estimated at $15.6 million, per the organization.
The “True York City” creative showcases both well-known and lesser-known areas of the five boroughs and invites New York residents to submit their own images.
Artwork depicts the phrase “Famous Original New York City" with typography using a sampling of NYC visuals from past and present as an art form. Graphics include an apple (“The Big Apple”), five noise lines to represent the boroughs and a heart, in homage to the “I Love NY” logo, which debuted 40 years ago.
JCDecaux is introducing out-of-home advertisements in Boston, Chicago and select national shopping malls through mid-February, all designed to drive viewers to NYCgo.com. New York City media will cover all five boroughs and showcase the #TrueYorkCity hashtag. To further amplify the social media message, the campaign is working with Facebook, Instagram, Weibo and WeChat in China.
Internationally, this is the first JCDecaux out-of-home media presence for NYC & Company in Argentina, Chile and Sweden. The campaign will also attempt to lure travelers in Norway, Australia, Brazil, France and Spain.
Cooperative travel partnerships will contribute an estimated value of $1.7 million, says NYC & Company.
Among these alliances, British Airways has introduced ads promoting travel offers/packages through February 2018; Aeromexico is running nationwide media through early January and CANUSA is debuting nationwide media in Germany with additional creative to come roll out in 2018.
In addition, NYC & Company holds multiple strategic city-to-city tourism alliances internationally. Nearly $1 million of in-kind media contributions will include an Air Canada partnership running through December. There will be a campaign launch in Cape Town, South Africa in February.
This roll-out coincides with NYC & Company having appointed Elan Cole as creative director in July 2017.