NYC & Company has revealed a new global tourism campaign entitled True York City, with advertisements and promotion now live around the world.
True York City showcases the unique culture produced by the 8.5 million residents of New York City’s five boroughs.
The campaign invites travellers to discover the iconic experiences we are known for, as well as lesser-known aspects that can’t be found anywhere else in the world.
“When people think New York City, they think authenticity,” argued New York mayor Bill de Blasio.
“As the safest and most dynamic big city in America, we have endless cultural offerings that continue to make the five boroughs a global draw for tourists.
“But now with True York City we can give those travellers an even more genuine, bona fide New York City experience while helping our businesses and communities thrive at the same time.”
True York City is being introduced through NYC & Company’s most expansive campaign presence to date, with media and partnerships running across 17 countries, including the US, through the autumn and into next spring.
In-kind, partner and paid media contribute an approximate value of $15.6 million globally with ad messaging Famous Original NYC and digital and content elements incorporating the overarching campaign of True York City.
“Over the last decade, New York City has grown into one of the world’s most exciting and popular destinations, as evidenced by our record number of tourism-related jobs, almost double the number of international visitors and unprecedented economic impact, now the largest in the US; but we ask ourselves, where do we go from here?” said Fred Dixon, president of NYC & Company.
“The answer is we go deeper by enticing tourists to become travellers.
Tourism works for New York City - in 2016, New York City’s travel and tourism sector saw a record-breaking year, with 60.5 million visitors and $43 billion in direct spending, the largest economic impact of any US destination.
The industry also sustained a record 383,000 jobs for working New Yorkers in all sectors of the economy.