NYC & COMPANY REVEALS NEW GLOBAL TOURISM CAMPAIGN
“TRUE YORK CITY”
—Campaign Welcomes Global Traveler to Explore Deeper and Discover New York City’s “True” and Authentic Local Culture—
—Concept Introduced in 17 Countries Including the US and in NYC, with More Creative Elements to Debut in 2018—
New York City (November 20, 2017) — NYC & Company, New York City’s official destination marketing organization, today revealed a new global tourism campaign titled “True York City,” with advertisements and promotion now live around the world. “True York City” showcases 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 we are known for, as well as lesser-known aspects that can’t be found anywhere else in the world.
“When people think New York City, they think authenticity,” said 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.”
“Over the last decade, New York City has grown into one of the world’s most exciting and popular destinations, as evidenced by our record number of tourism-related jobs, almost double the number of international visitors and unprecedented economic impact, now the largest in the US; but we ask ourselves, where do we go from here?” said Fred Dixon, president and CEO of NYC & Company. “The answer is we go deeper by enticing tourists to become travelers. 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 NYC & Company’s most expansive campaign presence to date, with media and partnerships running across 17 countries including the US this fall through next spring. In-kind, partner and paid media contribute an approximate value of $15.6 million* globally with ad messaging “Famous Original NYC” and digital and content elements incorporating the overarching campaign of “True York City.” The campaign reach utilizes global media partner JCDecaux and media contributions from NYC & Company’s city-to-city tourism alliances. A comprehensive list of global campaign presence is detailed below.** “True York City” was developed in-house this year by NYC & Company’s marketing department.
“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 Elan Cole, creative director of NYC & Company. “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 (“The Big Apple”), five noise lines to represent the boroughs and the lively, energetic sound of NYC, and a heart, in homage to the love for NYC so widely shared around the world as well as to the iconic “I Love NY” logo, which debuted 40 years ago. The hashtag #TrueYorkCity serves as a call to action on advertisements for audiences both local and from away to share their “True York City.”
Live today is the nycgo.com/famousoriginal website. Audiences can view additional “True York City” content, including new thematic video, photography and editorial stories. Additional elements will debut in 2018, including a borough video series, a collection of visual art forms from various New York City personalities (“culture creators”) and, ultimately, participation by New York City locals with user-generated social content.
Tourism works for New York City—in 2016, New York City’s travel and tourism sector saw a record-breaking year, with 60.5 million visitors and $43 billion in direct spending, the largest economic impact of any US destination. The industry also sustained a record 383,000 jobs for working New Yorkers in all sectors of the economy. In the past decade, the industry’s contribution to City tax revenues has more than doubled to $4.2 billion. Half of the new hotels since 2006 have been built in the boroughs beyond Manhattan. The visitation forecast for year-end 2017 will increase to 61.8 million visitors, comprising 49.2 million domestic and 12.6 million international visitors.
NYC & Company appointed Cole as creative director in July 2017.
For more on “True York City" and for inspirational winter travel content, visit nycgo.com/famousoriginal and search hashtag #TrueYorkCity on social media.
Campaign assets can be accessed here.
**COMPREHENSIVE LIST OF GLOBAL CAMPAIGN PRESENCE:
In-kind, partner and paid media contribute an approximate value of $15.6 million* to the expression of the campaign globally with ad messaging “Famous Original NYC” and digital and content elements incorporating the overarching campaign of “True York City.”
Live today (November 20), JCDecaux out-of-home advertisements appear domestically in Boston, Chicago and select national shopping malls through mid-February 2018, driving to NYCgo.com. New York City media covers all five boroughs and showcases #TrueYorkCity.
Cooperative travel partnerships contribute to the amplification of the campaign with media, activation and promotional assets upwards of $1.7 million* in value. Travel partners add a tactical promotional opportunity to drive incremental visitation this winter.
- As of October 23, advertisements in the United Kingdom with featured partner British Airways will promote travel offers/packages February 2018.
- As of November 7, nationwide media in Mexico with featured partner Aeromexico through early January 2018, with additional media to come later in the year.
- Live today (November 20), nationwide media in Germany with featured partner with CANUSA through December 2017, with additional media to come in 2018.
NYC & Company holds multiple strategic city-to-city tourism alliances internationally. Through these partnerships, nearly $1 million* of in-kind media contributes to campaign reach:
- Live today (November 20), Madrid, Spain, through mid-January 2018.
- Live today (November 20), Toronto, Canada, with featured partner Air Canada through December 31. Cooperative partner being determined for January 1–February 18, 2018.
- Live November 13, Tokyo, Japan, with featured partner HIS, through November 26.
- Live December 1–31, Seoul, South Korea, with featured partner Asiana Airlines.
- Coming February 2018, Cape Town, South Africa.
As of October 23, advertisements with NYCgo.com messaging only will appear in Norway (into January 2018), Argentina (completed) and Sweden (completed). As of November 6, media debuted in Chile (into January 2018). This is the first JCDecaux out-of-home media presence for NYC & Company in Argentina, Chile and Sweden.
Additional campaign advertisements will soon debut in the following international markets: Australia (December 2017), Brazil (2018), France (2018) and Spain (2018).
@NYCgo Social Media
Social platforms will play an important amplification role as well within the campaign with primary focus across Facebook, Instagram, Weibo and WeChat in China
*Values are as of November 16, 2017 and may vary pending partnership opportunities.
About NYC & Company:
NYC & Company is the official destination marketing organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For the official source on all there is to see and do in New York City, go to nycgo.com.
NYC & Company/Chris Heywood 212-484-1270