NYC & Company is New York’s right hand when it comes to marketing and tourism. You’d think that the Big Apple doesn’t need any efforts in this department as people all over the world dream of one day getting there and wander about Manhattan, sipping coffee in a cute café in Brooklyn or just laying about in Central Park. Those of us who haven’t been as fortunate as to be born in NYC surely dream of it. For those who actually live there… well, the story might be different. NYC is after all just another city to live in, and New Yorkers are probably as used to it as each and every one of us is with his/her city.
This is where the NYC tourism campaign steps in. The NYC is trying to convince New Yorkers to rediscover their city in a clever campaign called “See your City”. The three-month campaign uses posters, videos and a micro-site to show the “must see” locations for locals. The campaign points out places in which New Yorkers can enjoy great food, see great views or escape from the hustle and bustle of the city.
Sponsored by American Express, the NYC & Company campaign draws its visual inspiration from vintage travel posters which Emily Lessard, creative director of NYC & Company, said was an attempt to “reframe the familiar as foreign and idealized” .
The See your City campaign also uses Taxicab commercials, posts on NYC &Company’s social media channels as well as on AmEx’s channels- which means that it has plenty of exposure.
How do you feel about this idea? Has New York become attractive only to those living outside of it? Is NYC too familiar already for those living in it? We’d love to read your thoughts in the comment section below!
photos from adweek.com