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Taylor Swift is being used as the face of a new global tourism campaign unveiled by New York City.
Welcome To New York – named after the singing star’s song of the same name from her new album 1989 – involves Swift participating as the city’s ‘global welcome ambassador’.
Tourism organisation NYC & Company is using the song to tell the story about New York City’s five boroughs and to convey the city’s “unparalleled electricity”.
Videos featuring Swift on the www.nycgo.com, website draw inspiration from her experience in New York City. The editorial content showcases what to see and do in the city and encourage first-time visitors and repeat visitors to book trips.
The website will also source content from New Yorkers and visitors to share their New York City experiences on Instagram using the hashtag #W2NY.
The campaign will be promoted through outdoor advertising in domestic and international markets; broadcast advertising on NYC Taxi TVs and on digital billboards in Times Square; social media integration on NYC & Company’s Facebook, Instagram, Pinterest and Twitter accounts, with publicity through NYC & Company’s 17 international offfices; and integrated messaging at international travel industry trade shows.
The campaign will be supported by Swift’s social media channels and in messaging surrounding the launch of the new album.
NYC & Company president and chief executive, Fred Dixon, said: “New York City is a truly welcoming city, and ‘Welcome To New York’ perfectly exemplifies the unrivalled hospitality, energy and excitement that can be felt throughout all five boroughs.
“We are pleased to work with Taylor Swift to welcome visitors from around the world, as she was welcomed this year, and couldn’t have asked for a better synergy between Taylor and NYC & Company to tell our story about what makes New York City, New York City.”
The tourism body’s chairman Emily Rafferty, president of The Metropolitan Museum of Art, added: “The new ‘Welcome To New York’ song is a perfect anthem for New York City and captures the energy and spirit of our world-class destination.
“Through this unique collaboration with Taylor Swift and the launch of this exciting new global tourism campaign, we will inspire more visitors to come here to experience the rich offerings of the five boroughs.”