NYC & Company, New York City’s official destination marketing organization, has introduced a new global tourism campaign titled ‘True York City,’ showcasing the unique culture produced by the 8.5 million residents of New York City’s five boroughs.
The campaign invites travelers to discover the iconic experiences of the city along with lesser-known aspects and locations through a 'Famous Original NYC' website and media push, including the hashtag #TrueYorkCity on social media.
“When people think New York City, they think authenticity,” said NYC mayor Bill de Blasio. “As the safest and most dynamic big city in America, we have endless cultural offerings that continue to make the five boroughs a global draw for tourists. But now with ‘True York City,’ we can give those travelers an even more genuine, bona fide New York City experience while helping our businesses and communities thrive at the same time.”
On the newly live website is a vibrant video showcasing the city in its glamorous and gritty glory, along with photography and editorial stories. Pictures show everything from streetscapes and storefronts to parks, murals, people and landmarks. Additional elements will debut in 2018, including a borough video series, a collection of visual art forms from various New York City personalities and, ultimately, participation by New York City locals with user-generated social content.
Stated Fred Dixon, president and CEO of NYC & Company. “With ‘True York City,’ we celebrate the fact that we are the world’s greatest creator and exporter of culture, and invite travelers who seek authentic experiences and appreciate the ‘local,’ from arts, design and retail to culture and cuisine. These travelers tend to stay longer and return often to explore both our iconic sights and our neighborhood gems – likely to be small businesses, locally owned and operated. The more integrated into the local culture the visitor becomes, the more positive the impact on the city and its residents.”
‘True York City’ is being introduced through media and partnerships running across 17 countries with ad messaging ‘Famous Original NYC’ and digital and content elements. The campaign was developed in-house by NYC & Company’s marketing department, and a logo was created by NYC & Company creative director Elan Cole.
“For a city that can’t be defined by one single statement, one simple logo or a single spokesperson, ‘True York City’ is a platform to remind the world why we love our home,” said Cole. “NYC is the most creative place on the planet, and we want to give the artists, designers, dancers, chefs, filmmakers, bartenders and writers the opportunity to speak to the rest of the world about why they love NYC through their chosen mediums.”
Introductory campaign artwork depicts the phrase 'Famous Original New York City,' a tongue-in-cheek toast to the city, with typography using a sampling of NYC visuals from past and present as an art form. Graphics include an apple and five noise lines to represent the boroughs and the lively, energetic sound of NYC, and a heart. Photo collections on the site are from David La Spina, Eric Hsu, Elizabeth Bick and Gus Powell.