NYC WINTER OUTING

Anyone familiar with winter in the Northeast can understand why Q1 is a historically slow period for visitation to NYC, as well as business throughout the five boroughs. This necessitates an annual “winter value program” for the City. Initially, there was an aversion to weather-related messaging, for fear it would further deter those preferring to hibernate. With the name NYC Winter Outing, I proposed that we lean into winter and invite people to “seize the season” and conquer their “FOGO” (fear of going out). Wrapping a “flurry of offers” from NYC Restaurant Week, NYC Broadway Week, and NYC Must-See Week in one playful package, the campaign was a hit—even temporarily crashing NYCgo.com on launch day.