FAMOUS ORIGINAL NEW YORK CITY
NYC & Company 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.” (My original campaign manifesto was quoted in the New York Times.) In response to the record-breaking throngs of visitors descending on Times Square each year, we set out to communicate the true essence of all five boroughs, encourage deeper exploration and inspire a more authentic experience. With each iteration of the campaign over three years, we evolved the creative, expanded our persona-driven content strategy, and enhanced the trip-planning experience on NYCgo.com.
2017
The original campaign set out to capture the sheer “everythingness” of the five boroughs and inspire visitors to experience it firsthand.
Creative Development: Tone Poem | Creative Direction: Elan Cole
Campaign Manifesto | Creative Direction/Design: Elan Cole
Out-of-Home Ad | Creative Direction/Design: Elan Cole
Digital Billboard Below the Times Square Ball
2018
The following year we slightly reshaped the concept into an unambiguous invitation—a reminder that New York City welcomes all people, in all ways, always.
Creative Development: Theme Statement | Creative Direction/Design: Elan Cole
International Out-of-Home Ads | Creative Direction/Design: Elan Cole
2019
To double down on our welcome message, the 2019 campaign spoke directly to the individual with persona-driven creative and a new personalization experience on NYCgo.com. More on that here.
NYCgo.com Landing Page/Personalization Hub | UI Design: Miguel M.
2019 Out-of-Home | Design: Sam Jenkins | Creative Direction: Elan Cole
