NYC & Company: Famous Original New York City – The Drum

NYC & Company, the official destination marketing organization for New York City, has embarked upon a $20m campaign, refreshing its ‘Famous Original New York City’ creative to reach the most international markets possible.

The initiative will be unveiled across 22 countries, including Singapore and Ireland for the first time. Produced in-house, the work predominantly features the Statue of Liberty as an icon screen printed in various colors, ala Andy Warhol.

The copy includes the line ‘Welcomes You Always’, in a bid to reinforce New York City’s hospitable spirit towards visitors.

The campaign will roll out internationally across JCDecaux’s out-of-home sites, as well as across digital and partner-owned media. The board has teamed up with a number of tour operators and airlines, including British Airways and Scandinavian Airlines, to push the messaging.

Such travel partners have been given the chance to choose their poster colorway of choice. They have also been provided with a toolkit, which has been designed to “promote New York City in a visually cohesive way”, according to a press release.