FAMOUS ORIGINAL NEW YORK CITY

Formerly known as NYC & Company, NYC Tourism is the official destination marketing organization for the five boroughs. From 2017–2019, we ran our annual global tourism campaign under the brand identity “Famous Original New York City.” We set out to communicate the true essence of all five boroughs and encouraged more authentic exploration via a persona-driven content strategy and interactive trip-planning experience on NYCgo.com. A $20 million campaign across 22 markets, Famous Original New York City influenced a record-breaking 65.2. million visitors during its run. The team earned an Emmy® Award for the campaign Welcome Video, and my original campaign manifesto was quoted by the New York Times.

Welcome Video | Winner: 2020 Emmy® Award

Times Square Billboard

Creative Development

Creative Development: Tone Poem | Creative Direction: Elan Cole

Tone Poem 2017 | Creative Direction: Elan Cole

Campaign Manifesto | Creative Direction/Design: Elan Cole

Manifesto 2017 | Creative Direction/Design: Elan Cole

Creative Development: Theme Statement | Creative Direction/Design: Elan Cole

Manifesto Evolution 2018 | Creative Direction/Design: Elan Cole

NYCgo.com Itinerary Builder

NYCgo.com Landing Page/Personalization Hub | UI Design: Miguel M.

UI Design: Miguel M.

Out-of-Home Media

Out-of-Home Ad | Creative Direction/Design: Elan Cole

Creative Direction/Design: Elan Cole

2019 Out-of-Home | Design: Sam Jenkins | Creative Direction: Elan Cole

Design: Sam Jenkins | Creative Direction: Elan Cole

International Out-of-Home Ads | Creative Direction/Design: Elan Cole

Creative Direction/Design: Elan Cole