• by Adam Buckman , Featured Columnist, June 22, 2023

More than almost any other TV show or movie of its era, “Sex and the City” served as a picture postcard of New York City that did as much to promote the excitement, glamor and romance of the city as a hundred tourism promotion campaigns.

Thus, it is entirely fitting that the new, second of season of the “Sex and the City” sequel series “And Just Like That …” should be heralded by a sprawling promotion and advertising effort that will dominate the city’s streetscape, subways and skyline.

The second, 11-episode season of “And Just Like That …” premieres with the first two episodes Thursday (June 22) on Max.

Announced on Wednesday, the campaign is being mounted by Max in partnership with New York-based Outfront Media and the city’s convention and visitors bureau, recently rebranded and renamed New York City Tourism + Conventions.

The campaign was scheduled to kick off Wednesday evening at sunset with a lighting ceremony at the Empire State Building, one of the buildings that will be lighted in pink in tribute to the series.

At the same time, four other Manhattan buildings will also be illuminated in pink -- the Javits Center, One Bryant Park, One World Trade Center and Pier 17.

In addition, “And Just Like That …” posters and digital signage will be seen all over the place on buses, subway stations and even entire subway trains, Max said in a press release.

Part of the promotion campaign will be centered on the subway system’s 1 line on Manhattan’s West side. The plan calls for selected 1 trains to be fully wrapped with “And Just Like That …” brand advertising, Max said.

Sarah Jessica Parker, in character as Carrie Bradshaw (pictured above), will also be heard over the PA systems in select subway stations providing information about nearby city landmarks. 

“It’s been said that New York City is the fifth character in the iconic ‘Sex and the City’ franchise, and we agree,” said Fred Dixon, president and CEO of New York City Tourism + Conventions.

“For 25 years, the franchise has inspired visitors from around the globe to come to NYC and experience the glamour, excitement, vibrancy and diversity of the city itself,” he said.

As a matter of fact, “Sex and the City” turned 25 earlier this month on June 6, the day the show premiered on HBO in 1998.

Along with “The Sopranos,” which premiered six months later in January 1999, “Sex and the City” helped usher in an HBO Golden Age in which the premium, commercial-free cable channel regularly churned out comedies and dramas that were the finest TV shows of their era.

In those same years, New York City itself was experiencing a golden era of its own following the first, four-year term of Mayor Rudolph Giuliani, whose second term had begun in January 1998.

“Sex and the City” ran for six seasons, ending in February 2004 during the first term of Mayor Michael Bloomberg. 

The show helped to fuel the largely accurate perception that New York was the most economically sound, safest and cleanest big city in America.

Today, however, city residents perceive a very different city, where trash is everywhere, laws are flouted with impunity and the number one tourist complaint is the noxious smell of pot smoke everywhere they go.

And yet, in the midst of all that, along comes this revered TV show still showcasing the city’s best traits.

And just like that, New York City looks great once again.

This column has been updated.