Chicago tourism

City Life Org – NYC & Company launches next phase of “Its Time for New York City” global tourism stimulus campaign

—The city’s largest campaign invokes the Statue of Liberty as the focal point as the iconic landmark celebrates the 136e Birthday-

—Early phases of the campaign generated more than $5 billion in visitor spending and more than two million trips booked in the first half of 2022—

—Partners include airlines, Amtrak and tour operators—

NYC & Company, the official destination marketing organization and convention and visitor bureau for New York’s five boroughs, has launched the next phase of its largest global tourism marketing and advertising campaign “It’s time for New York.” The new phase continues to feature the city‘s welcome lighthouse, the Statue of Liberty and her iconic crown and expands with partnerships with airlines, railroads and tour operators in domestic and international markets. The tourism recovery campaign, which launched for the first time in June 2021, resulted in over $5 billion in visitor spending and over two million trips booked in New York City. The refresh comes as Lady Liberty celebrates 136 years and the Statue of Liberty Crown has reopened to the public since it closed in 2020. Around 56.4 million people (47.4 million nationals and 8.9 million ‘international) are expected to visit NYC before the end of 2022 – about 85% of 2019’s record tourism levels. The city remains on track to return to or exceed 2019’s total visitation by 2024.

“We are pleased to announce the launch of the next phase of our award-winning ‘Time for New York’ tourism campaign. Since its launch in 2021, this effort has produced a huge return on investment, influencing billions in visitor spending and millions of trips booked, accelerating the recovery,” said Fred Dixon, President and CEO of NYC & Company. “By leveraging some of our most iconic symbols, like the Statue of Liberty, in new ways, we continued to engage and convert leisure and business travelers, reminding them of the vibrancy, diversity and New York’s indomitable welcoming spirit. Our message remains the same: New York City is ever-changing and always ready to welcome you. The time to book a trip is now.

Preliminary results from the first phase of the campaign show that the messages resonated with domestic and international audiences and capitalized on pent-up demand for travel, targeting interest in NYC. National media influenced $352 for every dollar spent on the campaign, $5 billion in visitor spending, and 2 million trips from July 2021 to January 2022 (the duration of the national campaign). Influenced by international media, $241 was returned for every dollar spent, $822 million in visitor spending and 346,000 trips from January to July 2022 (the duration of the international campaign).*

“After the proven success of our ‘Time for New York’ tourism campaign, it made sense to stay the course, but with a dynamic overhaul as the city moves closer to a full tourism recovery,” said Nancy Mammana, Marketing Director of NYC & Company. “Lady Liberty’s iconic association with New York City resonates in our core markets globally.”

The new phase of the campaign continues to feature the iconic Statue of Liberty in multiple executions, including a vibrant, multicolored Statue of Liberty, highlighting New York’s growing vibrancy and welcoming message.

Airline partner content and creation is currently being delivered across digital and social channels nationwide in target markets including Chicago, Los Angeles, San Francisco, Houston, Denver, Tampa, San Diego and Cincinnati through 3 December, in partnership with United Airlines. Overseas, the campaign is running through media outside of Singapore until the end of October, in partnership with Singapore Airlines; in Australia through November 20 in partnership with Air New Zealand, including digital, social and outdoor media; and in Canada on digital and social channels through February 2023, in partnership with Porter Airlines.

Upcoming market media includes South Korea partnering with Air Asiana for the month of November, UK partnering with United Airlines from November 1 to June 1, 2023 and New Zealand partnering with Air New Zealand from November 7 to February 11. , 2023. Partnerships are also confirmed with Amtrak in the Northeast Corridor of the United States, Aeromexico in Mexico, Havas in France and Alpitour in Italy.

Locals and travelers visiting NYC are encouraged to engage and follow using the #ItsTimeForNYC hashtag.

To help boost the City’s meetings and conventions sector, the campaign continues with its version titled “It’s time to do it in New York.”

This phase of the creation of the “It’s Time for New York City” tourism campaign was designed in-house by NYC & Company’s three-time New York Emmy Award-winning creative and content team.

NYC is bustling with activity, supporting the urgency for travelers to visit now. You will find the latest novelties in the five boroughs here.

*Source: NYC & Company/Strategic Marketing and Research Insights

About NYC & Company:
NYC & Company is the official destination marketing organization and convention and visitor bureau of New York City, dedicated to maximizing travel and tourism opportunities in the five boroughs, building economic prosperity and spreading New York’s positive image around the world. For all there is to do and see in New York, visit