It’s Time for New York City: A Global Recovery Strategy
OVERVIEW
Traditionally, New York City attracts more than 10 million visitors annually, 10% of whom come from China. However, the Covid-19 pandemic brought tourism to a standstill, and the city dropped out of the top 10 most sought-after destinations. NYC & Co. faced the challenge of regaining the trust of Chinese and APAC tourists, who were facing quarantine restrictions and a negative perception of safety abroad, while other global destinations had already launched aggressive reopening campaigns.
THE STRATEGY & FUNNEL
In partnership with Trip.com, we launched the comprehensive "It's Time For New York City" campaign, designed to position NYC as the ultimate premium destination through a highly targeted media strategy.
- Digital Domination in APAC: We activated the region's most influential social channels, including Weibo, WeChat, RED, LINE, and Kakao, along with high-precision programmatic advertising.
- Data-Driven Segmentation: We created custom audience clusters using browsing behavior and travel frequency data provided by financial institutions.
- Content Innovation: We implemented shoppable livestreams with influencers and a virtual tour led by Trip.com CEO Jane Sun. Additionally, we launched the travel industry's first NFT ("Tera") to generate technological engagement.
CREATIVE & EXECUTION
The campaign not only restored the city's visibility, but also set new milestones of innovation in destination marketing.