NYC & Company, the official destination marketing organization for the five boroughs of NYC, is tasked with spreading the image of NYC around the world and encouraging tourism. New York is the greatest city in the world with so much to see, so that’s easy, right?
The true challenge is showcasing the wide diversity of personal and professional reasons a visitor may come to all five boroughs of NYC in an easily discoverable way.
For over 5 years, DX has executed annual strategies aimed at promoting key seasonal opportunities for tourism. These Vibrancy campaigns highlight Restaurant Week, Broadway Week, Off-Broadway Week, Must-See Week, Winter Outings and most recently shined a light on the reopening & revitalization of the city during the current global pandemic. Local residents and travelers reached with this campaign were inspired to learn how to get more than a surface-level experience which ultimately lead to conversions (hotel bookings, travel to NYC, reservations and ticket sales).
Linear TV, SEM, Social, and Programmatic video were combined with hyper-local, affinity, interest-based and content targeting. From there, re-targeting pools delivered borough-specific creative to people interested in various attractions and cultural hotspots in the local communities.
Year over year we continue to over-deliver against KPIs and benchmarks for all campaigns.