New York City’s official destination marketing organisation and convention and visitors’ bureau has unveiled a new name and branding.
The debut of the new name – New York City Tourism + Conventions – is accompanied by a social campaign, #WHATSGOODNYC, tapping into the experience of 8.5 million New Yorkers.
Previously, the marketing organisation for the five boroughs in the city was called NYC & Company.
The new social media campaign offers insights, tips, recommended activities and excursions through various channels to encourage visitors and locals to explore the city.
New York City mayor Eric Adams said: “With over 56 million visitors to the five boroughs last year, fuelling 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.”
Fred Dixon, president and chief executive of New York City Tourism + Conventions, added: “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.
“This shift strategically positions us to continue leading the city’s nearly $65 billion tourism economy.
“It makes clear our purpose and mission as the official tourism organisation for one of the world’s greatest destinations.”
Nancy Mammana, chief marketing officer of New York City Tourism + Conventions, commented: “Our new strategic direction, which includes a new website launching in May (nyctourism.com), social channels and media assets, will drive future marketing campaigns, content and partnerships.”
NYC-based global design consultancy 2×4 was the creative partner on the process to determine the new name and brand strategy.
The brand’s visual identity system was inspired by the graphic heritage of the city as well as the works of artists and designers who themselves were inspired by the five boroughs.
More than 56 million visitors were recorded in 2022 and the city is on track to welcome 63.3 million visitors in 2023.