NYC & Company unveils digital-first global tourism campaign “Famous Original New York City”

NYC & Company has unveiled its refreshed digital-first global tourism campaign “Famous Original New York City” to reach travellers around the world, celebrating the personal ways NYC can be experienced. Original in-house creative—along with supporting video, photo galleries, editorial and social content—is pegged to distinct newly curated travel “affinities”.
Fred Dixon, President and CEO, NYC & Company, said, “Our refreshed campaign ‘Famous Original New York City’—with its affirming tag line ‘Welcomes You. Always.’—is designed to reinforce New York City’s fundamental values of diversity and inclusion and its world-class welcoming spirit. Utilising our new digital tools and affinity-driven content, we invite global visitors to discover their ‘Famous Original New York City’ now.”
Digital, in-kind and partner media contribute to an approximate campaign value of $15 million, with promotions running globally across 17 countries through summer 2019. Out-of-home advertisements will appear domestically in New York City, Boston, Chicago, San Francisco and San Juan. Internationally, the campaign will appear in Argentina, Australia, Brazil, Canada, Chile, France, Germany, Italy, Japan, Mexico, Spain, Sweden and United Kingdom. With our out-of-home media partner JC Decaux, the promotions will run for the first-time in Colombia, India and Peru.
In partnership with Facebook and Instagram, the campaign will utilise content marketing that has been developed to attract members with specific interests and behaviours. Artificial intelligence will target social media users with an intent to travel, ultimately encouraging visits to the campaign landing page, where dynamically-generated content—pegged to the travel affinity of interest—will live, along with market-specific travel offers.
NYC & Company holds several tourism alliances domestically and internationally. These strategic city-to-city partnerships spotlight New York Cityvia in-kind media in Toronto, Canada; Madrid, Spain; and Tokyo, Japan.