A refreshed version of the ‘Famous Original New York City’  tourism campaign is on its way with a strong focus on celebrating the personal ways the city can be experienced.

The campaign aims to “push the boundaries of digital marketing” while presenting a destination that is many different things to many different people.

In-house creative, along with supporting video, photo galleries, editorial and social content is pegged to the distinct, newly curated travel ‘affinities’: Secret NYC, Glamorous NYC, and Classic NYC.

New York City

“Our refreshed campaign ‘Famous Original New York City’—with its affirming tagline ‘Welcomes You. Always.’—is designed to reinforce New York City’s fundamental values of diversity and inclusion and its world-class welcoming spirit.”

NYC & Company President and CEO Fred Dixon.

“Utilising our new digital tools and affinity-driven content, we invite global visitors to discover their ‘Famous Original New York City’ now,” he said.

It will run running globally across 17 countries including Australia through July and August 2019.

In partnership with Facebook and Instagram, the push will use content marketing developed to attract audience members with specific interests and behaviours.

New York City

Artificial intelligence will target social media users with an intent to travel, ultimately encouraging visits to the campaign landing page.

New this year are tools that will allow NYCgo.com visitors to immediately book or favourite Classic, Glamorous or Secret elements, including attractions, museums, restaurants, shopping, tours and editorial packages.

Users who have favourited items can then build custom itineraries based on personal, saved interests through the travel-planning tool Utrip.

Collaborations with partners including Aeromexico, British Airways, Copa Airlines, Porter Airlines, TUI and TripAdvisor are live, with further partnerships to follow.

Through these partners, various travel packages will be offered throughout the duration of the campaign, many including flight and/or hotel deals.

Do you think the new campaign will be effective?