Photo Courtesy of Ed Reed/Mayoral Photography Office
“The Summer of NYC is here—and now it’s time to tell the whole world about how this city is building a recovery for all of us,” Mayor de Blasio said.
By Forum Staff
NYC & Company, the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City, on Thursday launched the first phase of “It’s Time for New York City,” the largest-ever, multi-phased global tourism marketing and advertising campaign to promote New York City.
The unprecedented $30 million tourism recovery campaign is being rolled out as restrictions are lifted, more people are vaccinated and as travel resumes in the United States and beyond. The new investment is made possible through American Rescue Plan Act funds secured and awarded by Senate Majority Leader Chuck Schumer and Mayor Bill de Blasio. “It’s Time for New York City” will run in three phases and will include television, digital, outdoor media and partnerships. The initiative reminds visitors of the City’s unrivaled energy, excitement, and the abundance of life, endless experiences and resiliency that make NYC the most iconic destination in the world. Designed to create urgency and FOMO (Fear of Missing Out), “It’s Time for New York City” was unveiled Thursday during NYC & Company’s Board of Directors meeting at the Javits Center. The announcement comes as New York City expects to welcome 36.1 million visitors this year—recapturing more than half of its record 66.6 million visitors in 2019.
“The Summer of NYC is here—and now it’s time to tell the whole world about how this city is building a recovery for all of us,” de Blasio said. “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 first target travelers in 23 markets across the country, 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 this summer. Consumers can browse an official resource to Enjoy the Best of Summertime in NYC, including unique guides to each of the five boroughs. 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. In addition to targeted digital media and regional out-of-home advertising, and an integrated social media and influencer campaign, a new television spot will begin airing in select U.S. markets next month. Further, the campaign will be seen on LinkNYC screens and bus shelters across the five boroughs, through NYC & Company’s collaboration with Intersection and JCDecaux, which will also extend across the globe, valued at nearly $25 million.
