NYC & Co., destination marketing organization of the City of New York, has unveiled a $15M digital-first global tourism campaign to keep the Big Apple top-of-mind of travelers throughout the world.
Slugged, "Famous Original New York City Welcomes You. Always." the effort is pegged to travel affinities: Secret NYC, Glamorous NYC and Classic NYC. Visitors will be able to access tools to book attractions, museums, restaurants, shopping tours or packages tied to their selected affinity.
The campaign's landing page is now live. Advertising will run in 17 countries, including France, UK, Brazil, Colombia, India, Germany, Chile, Peru and Italy, through the summer of 2019.
Out-of-home ads will run domestically in Boston, Chicago, San Francisco, San Juan and here.
NYC & Co. has forged partnerships with Facebook and Instagram to develop content to attract people with specific interests and behaviors. It will use artificial intelligence to zero in on social media users with an intent to travel.
New York attracted a record 62.8M visitors in 2017. They spent $44B and generated an economic impact of $66B. The travel business supported almost 400K jobs in the city.