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.