Big news from the Big Apple! NYC & Company has a new brand name and identity – New York City Tourism + Conventions – that reflects its status as the official destination marketing organisation and convention and visitors bureau for NYC’s five boroughs.
The New York City Tourism + Conventions brand strategy includes a full visual identity, featuring a new logo, colour palette, typography, art direction and graphic elements.
It’s inspired by NYC’s graphic heritage as well as the works of artists and designers who were in turn also inspired by the five boroughs.
The graphic elements and the logo’s irregular shapes and intersections – references to the horizontal streets and vertical buildings – play with contrast, expansion and contraction to reflect the city’s energy.
NYC fans will note the secondary colour palette taps into local icons: Liberty Green, Taxi Yellow, Ferry Orange, Lox Pink, Brownstone and Rockaway Sand.
New NYC brand campaign
The new name and brand system launched on 28 March 2023 with a social campaign, #WHATSGOODNYC. It harnesses the ‘opinion power’ of 8.5 million New Yorkers about what to experience across NYC’s five boroughs.
Tapping into the desire for authentic experiences, the new branding is driven by genuine, local perspectives. It highlights New York City Tourism + Conventions’ role in amplifying these opinions to help visitors have a richer experience in NYC.
The campaign offers insights, tips, recommended activities and excursions through various channels to engage and encourage visitors and locals to explore all New York City has to offer.
New York City Tourism + Conventions will launch a new website in May 2023 (nyctourism.com) along with new social media handles @nyctourism and @nyctourismnews across Twitter, Instagram, Facebook and LinkedIn.
New York City Tourism + Conventions President & CEO Fred Dixon said the new brand makes its purpose and mission clear as the official tourism organisation for one of the world’s top destinations.
“Our new brand captures the essence of New York City in its entirety: an ever-expansive destination that offers diverse and authentic experiences that enrich the traveller and benefit all New Yorkers,” he said.
More than 56 million travellers visited NYC in 2022, contributing to the city’s almost USD$65 billion tourism economy.
New York City Mayor Eric Adams said: “With over 56 million visitors to the five boroughs last year, fueling tens of billions of dollars in spending for our local economy, New York City is not coming back, it is back.”
“New York City Tourism + Conventions’ new branding reflects our city’s energy and spirit and will make sure everyone knows that there’s never been a better time to visit the greatest city in the world.”
Find out how to keep up with the city that never sleeps here.
Advisors can visit the NYC travel trade website here.
