New York City Tourism
Redifining NYC from A to Z
B is for Bodega, C for Coney Island, I for Italian Ices, S for Stoop. New York City has a language of its own. In this campaign for NYC Tourism, we helped visitors master it through 26 essential words.
Our goal was to inspire potential visitors and locals alike to look at NYC with fresh eyes post-pandemic. So, we pinned our focus on the places, dishes, sounds and people that make New York City what it is today and created the ultimate itinerary, jam-packed with travel tips and unmissable sights across all 5 boroughs.
Role: Creative concept ideation, Copywriting, Oversee Pre-Production, Production On-Location & Post-Production
1.6M+ Total Media Impressions
14% Lift In Travel Intent
72% Unaided Brand Recall
LONG FORM
|
LONG FORM |
“Collectively the custom content was successful in delivering against our partnership objectives of driving awareness to the city (& all 5x boroughs) and inspiring millennials to book a trip. ”
SOCIAL
|
SOCIAL |
“In addition to outperforming key BDG benchmarks of VCR + CTR, the Custom Hero Video also drove overall awareness of NYC and core brand attributes.”
WE DID IT
|
WE DID IT |
84% of respondents were able to recall the brand on an aided basis & a vast majority strongly agreed with key brand attributes as a direct result of this video creative.
Custom TikToks leveraging influencers outperformed BDG benchmarks of VCR & social ER. The borough specific creative for The Bronx saw significant brand lift — +16% Affinity, +14% Travel Intent, +17% Recommendation Intent.
The campaign saw strong CTR’s across all media placements showcasing our readers were not only engaged in the custom content but also the media placements across our BDG portfolio.