NYC & Company is introducing its largest global tourism marketing campaign to date with a $20 million initiative set to appear in 22 markets through 2020, including first time targets Ireland and Singapore.
The creative, developed in-house, refreshes the “Famous Original New York City" messaging launched two years ago that features the Statue of Liberty with the tagline, “Welcomes You. Always."
New to this year’s initiative is a toolkit designed to "empower" partners to promote New York City in a visually cohesive way aligned with the campaign's intended "welcoming spirit."
An ongoing in-kind partnership with JC Decaux provides out-of-home media across the world, while NYC & Company’s city-to-city tourism partnerships are being leveraged to spotlight New York City via in-kind media in Buenos Aires; Cape Town; and Toronto. Further, 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 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," explains Nancy Mammana, Chief Marketing Officer, NY & Company.
Another fresh element of the strategy this year is the support of a new global corporate sponsor, Mastercard, to incorporate the brand's Priceless messaging on out-of-home advertisements in key Latin American markets Chile, Colombia and Mexico.
Digitally, the campaign will run messaging on Facebook, Instagram and YouTube platforms in Brazil, India, Mexico and the UK beginning next month. And the newly upgraded NYCGO.com aims to provide more personalized user experiences.