To paraphrase a signature Frank Sinatra tune, “It’s time to make a brand new start of it in old New York.” NYC & Company, the official destination and marketing organization and convention and visitors bureau for the five boroughs, has launched a record-breaking $30 million global multimedia effort with the message “It’s Time for New York City.” Unfolding in several phases, the campaign will include television, digital, outdoor media and partnerships.
“It’s time to tell the whole world about how this city is building a recovery for all of us,” says Mayor Bill de Blasio. “Tourism impacts hundreds of thousands of jobs across the five boroughs, and its return will fuel our recovery even more. The greatest travel destination in the world is ready to welcome back visitors from around the region, country, and globe, and we can't wait to greet them.”
“It's Time for New York City” will initially target travelers in 23 markets across the United States, followed by Mexico, Canada and Latin America, with plans to expand farther internationally as other key markets reopen for leisure and business travel. The multi-phased campaign will launch with a cooperative marketing and advertising partnership with AAA Northeast to boost regional travel. Consumers can browse an official resource to Enjoy the Best of Summertime in NYC, including guides to each borough. The collaboration will also include special offers and the opportunity to experience personalized NYC packages for 8 million AAA members in Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Washington, DC as well as travel agent trainings and promotions across digital and email, with the goal to restore confidence and encourage the drive market to visit this summer.
To help stimulate the City's meetings and conventions sector, the campaign will also include an iteration titled “It’s Time to Make It NYC” and will be launching a B2B toolkit for the business community. Meeting planners can learn more at business.nycgo.com.