NYC & Company, the official destination marketing organization for New York City, has embarked upon a $20m campaign, refreshing its ‘Famous Original New York City’ creative to reach the most international markets possible.
The initiative will be unveiled across 22 countries, including Singapore and Ireland for the first time. Produced in-house, the work predominantly features the Statue of Liberty as an icon screen printed in various colors, à la Andy Warhol.
The copy includes the line ‘Welcomes You Always’, in a bid to reinforce New York City’s hospitable spirit towards visitors.
The campaign will roll out internationally across JCDecaux’s out-of-home sites, as well as across digital and partner-owned media. The board has teamed up with a number of tour operators and airlines, including British Airways and Scandinavian Airlines, to push the messaging.
Such travel partners have been given the chance to choose their poster colorway of choice. They have also been provided with a toolkit, which has been designed to “promote New York City in a visually cohesive way”, according to a press release.
Meanwhile, NYC & Company has signed a deal with Mastercard to create out-of-home ads in Chile, Colombia and Mexico. Launching in the fall, this work will fall under the tagline ‘Priceless New York City’.
The campaign’s social push will go live across Facebook, Instagram and YouTube next month, targeting tourists in Brazil, India, Mexico and the UK. Additionally, NYC & Company has created a travel planning tool on its NYCGO website, which will allow visitors to draft their New York itinerary online guided by personalization technology.
Fred Dixon, NYC & Company president and chief executive, said: “Starring the iconic and emblematic Statue of Liberty, this campaign unequivocally reminds international travelers that New York City welcomes them always.
Nancy Mammana, NYC & Company’s chief marketing officer, added: “We are pleased to launch the latest and largest installment of our ‘Famous Original’ global tourism campaign to inspire visitors to choose New York City now for their next holiday.
“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.”
The board has seen the city’s tourism numbers rise for nine consecutive years, and it hopes 2019 will represent the 10th. Nearly 67 million visitors are expected to visit the city this year; with international tourists representing 13.9 million of these, the internationalism of this latest iteration will aim to bolster that number going into 2020.