December 01, 2017
 

NYC & Company, New York City’s official destination marketing organization, has revealed a new global tourism campaign titled 'True York City',  that showcases the culture produced by the 8.5 million residents of New York City’s five boroughs.

“When people think New York City, they think authenticity,” said Mayor Bill de Blasio. “As the safest and big city in America, we have cultural offerings that continue to make the five boroughs a global draw for tourists. But now with ‘True York City,’ we can give those travelers an even more genuine, bona fide New York City experience while helping our businesses and communities thrive at the same time.”

“Over the last decade, New York City has grown into one of the world’s most exciting and popular destinations, as evidenced by our record number of tourism-related jobs, almost double the number of international visitors and unprecedented economic impact, now the largest in the US; but we ask ourselves, where do we go from here?” said Fred Dixon, president and CEO of NYC & Company

“True York City” is running across 17 countries including the US this fall through next spring. In-kind, partner and paid media contribute an approximate value of $15.6 million* globally with ad messaging “Famous Original NYC” and digital and content elements incorporating the overarching campaign of “True York City

“For a city that can’t be defined by one single statement, one simple logo or a single spokesperson, ‘True York City’ is a platform to remind the world why we love our home,” said Elan Cole, creative director of NYC & Company.

Graphics include an apple (“The Big Apple”), five noise lines to represent the boroughs and the lively, energetic sound of NYC, and a heart, in homage to the love for NYC so widely shared around the world as well as to the iconic “I Love NY” logo, which debuted 40 years ago

 Audiences can view additional “True York City” content, including new thematic video, photography and editorial stories

New York City’s travel and tourism sector saw a record-breaking year, with 60.5 million visitors and $43 billion in direct spending, the largest economic impact of any US destination. The industry also sustained a record 383,000 jobs for working New Yorkers in all sectors of the economy.

 

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