NYC & Company, the tourism organisation for New York City, has launched a stunning visual welcome campaign in JFK International Airport that highlights the City’s five unique boroughs with local iconography.
“The JFK Welcome Campaign puts every borough in front of the more than 15 million visitors who go through selected terminals every year,” said Fred Dixon, president, NYC & Company.
“It’s a great complement to our worldwide promotion of borough neighbourhoods and attractions.”
This is the first welcome campaign in JFK that highlights each borough individually, and the second welcome campaign of any kind to be installed at JFK.
The first was NYC & Company’s Just Ask the Locals, which featured such celebrity NYC residents as Sean Combs and Padma Lakshmi.
The new yearlong campaign includes 37 panels, the largest of which is 20 feet by 38 feet; laid side to side, the panels would run the length of a football field.
Fifteen of the panels are borough-specific, with each borough getting three dedicated panels.
The panels were installed in terminals 1, 4 and 8.
This campaign is NYC & Company’s most recent promotion of travel to the Bronx, Brooklyn, Manhattan, Queens and Staten Island.
Other campaigns include Neighborhood x Neighborhood, which features a different local neighbourhood every month and See Your City, which encourages residents to explore boroughs besides their own, inspiring tourists to follow suit.