It’s Time for New York City: A Global Recovery Strategy
Context
The Problem:
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.
Solution
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.
Results
The campaign not only restored the city's visibility, but also set new milestones of innovation in destination marketing.