NYC & Company reveals “True New York City” Campaign
24th November 2017 - 11:30am
NYC & Company, New York City’s official destination marketing organisation has 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.
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