The campaign, under the banner New York Summer, represents an estimated total media value of $1.1 million and marks the first time NYC & Company and American Express have partnered on an international promotion.
“New York City welcomed a record 52 million visitors in 2012 and over a million of these came from the UK—more than any other overseas country,” said George Fertitta, CEO of NYC & Company. “With the New York Summer campaign, we’re not only renewing our commitment to our most important overseas market, we’re also giving Brits a million more reasons why summer 2013 is the time to visit New York City. From free outdoor events such as cinema screenings, concerts and theatre to the 14 miles of beaches, botanic gardens and parks across the five boroughs, summer is the perfect time to visit New York City.”
The New York Summer campaign runs from 6 May to 2 June 2013 with out-of-home advertising on 500 bus shelters across London. Bus shelter creative consists of graphic imagery of New York icons including the Statue of Liberty, the Empire State Building, the Brooklyn Bridge, yellow taxicabs and a sandy beach, encouraging consumers to discover all that New York City has to offer this summer. The advertising will drive consumers to the Webby Award–winning official tourism website www.nycgo.com where geo-targeting is employed to recognise users in the UK. From the home page, visitors can access a new, customised blog created specifically for a UK audience, entitled The British Guide to NYC, to find information on what to see, do, enjoy and experience in New York City this summer and all year-round.
The British Guide to NYC blog will be strategically hosted on Tumblr, a popular phone- and tablet-friendly platform with more than 102 million users, and will be written by an anonymous British author in order to create an authentic voice and focus on aspects of New York City that will appeal to repeat British travellers. Content will include photos and short, easily digestible posts on dining, shopping, entertainment, urban exploration and events, covering both iconic attractions and unique local experiences.
Through embedded social-share capabilities, the blog will encourage real-time engagement potentially reaching thousands of Brits from 6 May to 31 August 2013.
The digital elements of the New York Summer campaign will look similar to the out-of-home executions and will run from 6 May to 15 July 2013 with dynamic banner advertising across travel, news and lifestyle websites targeting UK-wide users.