New York City rolls out most expansive tourism campaign to date

New York City has unveiled its largest-ever global marketing campaign as it gets set to welcome 13.9 million international visitors in 2019.

The refreshed ‘Famous Original New York City’ initiative is valued at approximately $20 million and will reach 22 global markets including Ireland and Singapore for the first time.

Tourism body NYC & Company said the redesigned campaign continues to promote the tagline “Welcomes You. Always.” and builds on the original theme that New York is never the same for two people.

The organisation said it had strategically partnered with tour operators and airlines to offer packages and flight-only deals to drive visitation in the first quarter of 2020.

Digital out-of-home advertisements were rolled out in the UK - the city's largest international source market - this week in collaboration with British Airways.

Next month, new digital promotion will appear across Facebook, Instagram and YouTube platforms in the UK, Brazil, India and Mexico.

New to this year’s initiative is a toolkit that will be given to all partners designed to help them promote New York in a visually cohesive way, including five-borough imagery and videos.

A new personalised experience on NYCGO.com will also be rolled out for prospective visitors soon.

“We are pleased to launch the latest and largest installment of our ‘Famous Original’ global tourism campaign to inspire visitors to choose New York City now for their next holiday,” said NYC & Company chief marketing officer Nancy Mammana.

“This latest iteration not only features engagement with a multitude of travel trade partners, but also an enhanced and more personalised digital experience for visitors planning their next visit to The Bronx, Brooklyn, Manhattan, Queens and Staten Island.”