Monday,  May 23, 2022  4:44 am

NYC launches $30M tourism recovery campaign – “It’s Time for New York City"

NYC launches $30M tourism recovery campaign – “It’s Time for New York City"
“It’s Time for New York City” is the largest-ever, multi-phased global tourism marketing & advertising campaign to promote New York City. (NYC & Company)
Pax Global Media

NYC & Company has launched the first phase of “It’s Time for New York City,” the largest-ever, multi-phased global tourism marketing and advertising campaign to promote New York City.

The official destination marketing organization and convention and visitors bureau for the five boroughs of New York City says the unprecedented $30 USD million tourism recovery campaign is being rolled out as restrictions are lifted, more people are vaccinated and as travel resumes in the United States and beyond. 

The new investment is made possible through American Rescue Plan Act funds secured and awarded by U.S. Senate Majority Leader Charles Schumer and Mayor Bill de Blasio. 

Brooklyn Bridge Park (Julienne Schaer/NYC & Company)

“It’s Time for New York City” will run in three phases and will include television, digital, outdoor media and partnerships. 

The initiative reminds visitors of the City’s unrivalled energy, excitement, and the abundance of life, endless experiences and resiliency that make NYC the most iconic destination in the world. 

READ MORE: “Nothing can keep New York City down”: NYC’s $30M tourism campaign, latest upgrades, hotels

The announcement comes as New York City expects to welcome 36.1 million visitors this year—recapturing more than half of its record 66.6 million visitors in 2019.

“The Summer of NYC is here—and now it’s time to tell the whole world about how this city is building a recovery for all of us,” said Mayor Bill de Blasio in a statement. “Tourism impacts hundreds of thousands of jobs across the five boroughs, and its return will fuel our recovery even more. The greatest travel destination in the world is ready to welcome back visitors from around the region, country, and globe, and we can’t wait to greet them.”

NYC & Company has launched the first phase of “It’s Time for New York City." (NYC & Company)

“As Majority Leader, securing funding for state and local governments was a top priority in the American Rescue Plan and I fought hard to ensure that New York and especially New York City could receive resources to revive the economy, including the vital hospitality and tourism industry,” said Senator Charles Schumer. “As a son of Brooklyn, I can safely say this campaign is spot on: It’s Time for New York City!”

Coming soon to Canada

“It’s Time for New York City” will first target travellers in 23 markets across the United States, followed by Mexico, Canada and Latin America, with plans to expand farther internationally as other key markets reopen for leisure and business travel. 

The multi-phased campaign will launch with a cooperative marketing and advertising partnership with AAA Northeast to boost regional travel this summer. 

Consumers can browse an official resource to Enjoy the Best of Summertime in NYC , including unique guides to each of the five boroughs. 

Cobblestone streets and outdoor dining in Dumbo. (Julienne Schaer/NYC & Company)

The collaboration will also include special offers and the opportunity to experience personalized NYC packages for 8 million AAA members in Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Washington, DC as well as travel agent trainings and promotions across digital and email, with the goal to restore confidence and encourage the drive market to visit this summer.  

In addition to targeted digital media and regional out-of-home advertising, and an integrated social media and influencer campaign, a new television spot will begin airing in select U.S. markets next month. 

Further, the campaign will be seen on LinkNYC screens and bus shelters across New York City’s five boroughs, through NYC & Company’s collaboration with Intersection and JCDecaux, which will also extend across the globe, valued at nearly $25 million. 

 “New York City is open for business and we invite visitors to experience everything our destination has to offer—from exceptional deals on dining during Summer NYC Restaurant Week® to surfing in the Rockaways to exploring the City’s rich tapestry of diverse communities,” said Fred Dixon, President and CEO of NYC & Company. “We are extremely grateful for Senator Schumer and Mayor de Blasio’s support for the hospitality and tourism economy so we can make sure everyone hears the news: It’s Time for New York City.”

 As part of the second phase of the campaign, a television and video spot will launch nationally in early July, asking American travellers to consider, “Where Were You in the Summer of ’21?” reminding them that they do not want to miss being a part of New York City’s comeback. 

The video depicts the City’s unparalleled diversity, vibrancy and excitement as well as its homecoming to normalcy, underscoring the return of FOMO and driving that message of urgency. 

SUMMIT, NYC’s newest observation deck at One Vanderbilt. (Supplied)

The :30, :15 and :06 video spots will air via a combination of linear TV, connected TV and online video in key domestic feeder markets. A longer version of the video will also be featured on, and in the coming months NYC & Company will create a series of videos that highlight seasonal, significant events throughout the five boroughs.

 For the third phase, NYC & Company will focus on international markets and activate the campaign both digitally and through out-of-home advertisements with global media partner JC Decaux, adding further value to the total campaign effort. 

Designed to be flexible as travel restrictions evolve, international feeder markets will also include the United Kingdom, Europe and other key regions, with translated advertisements to roll out alongside to-be-announced travel partners.

Locals and visitors can browse new five-borough itineraries—and design their own—on

New Yorkers are encouraged to invite friends and family to visit, while outside NYC, the focus is on browsing itineraries and entering a sweepstakes that will run for eight weeks, with the chance to win trip giveaways. 

There are currently 24 unique itineraries online and counting—created by NYC & Company staff and well-known New Yorkers including A$AP Ferg, Celia Keenan-Bolger, Danny Burstein, Bianca Marroquin, Geoffrey Zakarian, Rocco DiSpirito, and the NY Knicks and NY Rangers—and this new permanent tool will continue to evolve and be updated with new itineraries on an ongoing basis.

Through the end of the year, targeted digital media will reach regional and domestic visitors via Facebook and Instagram, while an influencer campaign will feature diverse voices from New York City and beyond. Consumers can engage with the campaign using the hashtag #ItsTimeForNYC.

Central Park Loeb Boathouse (Christopher Postlewaite)

To help stimulate the City’s meetings and conventions sector, the campaign will also include an iteration titled “It’s Time to Make It NYC.” Next week, NYC & Company will launch a B2B tool kit for the local business community, providing engagement opportunities and ways to help amplify the campaign.

The 2021 summer season in New York City is bursting with activity. 

For example, the City will welcome back big events this summer including Formula E (July 10—11); NY NOW / JA Jewelry Show (August 8—11); New York Auto Show (August 19—28); Central Park ‘Homecoming’ concert (August); US Open Tennis (August 30—September 12); and more. 

Additional destination updates can be found in the recent announcement, NYC & Company Gives Visitors Reasons From A to Z to Visit NYC This Summer  as well as NYC & Company Highlights 10 Ways to Experience What’s New in NYC in 2021.

“It’s Time for New York City” follows the strategy that was outlined in All In NYC: The Roadmap for Tourism’s Reimagining and Recovery, released by The Coalition for NYC Hospitality & Tourism Recovery in July 2020.

Browse through, New York City’s official visitors guide, for more. 

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