New York unveils $15m tourism campaign

The official destination marketing organisation of New York is highlighting the city’s ‘world-class welcoming spirit’ in its latest promotional push.

NYC & Company is partnering with British Airways in the UK as part of the new $15 million initiative, highlighting an offer for flights and three nights in a hotel from £399 per person.

The campaign is also using images and video to attract consumers interested in different aspects of the city, using the themes of Secret NYC, Glamorous NYC and Classic NYC.

Fred Dixon, NYC & Company president and chief executive, said: “Our refreshed campaign ‘Famous Original New York City’ – with its affirming tagline ‘Welcomes You. Always.’ – is designed to reinforce New York City’s fundamental values of diversity and inclusion and its world-class welcoming spirit.”

The campaign will run in the UK and US, as well as 16 other countries around the world, until summer 2019.

Artificial intelligence will target social media users with an intent to travel, to encourage visits to the campaign landing page.

Visitors to NYCgo.com can book or favourite elements under the themes of Classic, Glamorous or Secret, including attractions, museums, restaurants, shopping and tours.

Nancy Mammana, NYC & Company marketing senior vice-president, said the campaign “is our answer to the challenge of how to present a destination that is many different things to many different people”.

New York City’s travel and tourism sector saw a record-breaking year in 2017, with 62.8 million visitors. The forecast for 2018 is 65.2 million visitors.

New York is on track to welcome 1.24 million visitors from the UK this year and is confident that the market will overcome political and economic uncertainty to hold up in 2019.

UK visitor numbers fell year-on-year in 2017, but the projected figure for 2018 returns to a growth pattern that has otherwise been consistent since 2012.