An advertising campaign was presented in New York last Monday that will be shown in a total of 17 countries in the coming days and weeks. The typography within the campaign motifs is unconventional, wild and loud, just like the city.
Under the motto “Famous Original New York City”, the campaign aims to encourage visitors not only to look at the city from a selfie perspective. “True York City” sees itself as an invitation to travelers to immerse themselves deeper in the diverse offerings of the metropolis, away from the top sights. The more visitors immerse themselves in the local culture, the greater the positive effect for the city and its citizens, as stated in the presentation of the campaign (see PM). The tourism authority responsible for the campaign wants to arouse the desire to discover in tourists in order to offer them an authentic travel experience. Last year, New York City set a new record with 60.5 million visitors and $ 43 billion in spending. The number of 383,000 jobs in the tourism sector is also a maximum for the city.
The campaign motifs, which are largely determined by the typography, will be seen in a total of 17 countries, including Canada, Sweden, Great Britain, Spain, Japan and, for a few days, also in Germany. On the campaign website nycgo.com/discover-famous-original-nyc photos, videos and stories are included that users have published on Instagram or Twitter under the hashtag #TrueYorkCity.
The campaign, which has a budget of 1.5 million US dollars, was developed by the city tourism agency NYC & Company. Creative Director Elan Cole has been responsible for the city’s marketing activities since July 2017.
True York City Campaign (Germany)
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