New York Launches New Name and Brand Identity with Social Campaign "What's Good NYC"

Debut of new name and permanent brand identity launched alongside social campaign #Whatsgoodnycwhich aims to harness the “speech power” of the 8.5 million people who reside in the city, offering them the chance to share their views on “what’s good” and what to experience in the five boroughs of the city. Big Apple.

“With more than 56 million visitors to the five districts last yeardriving tens of billions of dollars in spending for our local economy, New York City isn’t ‘coming back,’ it’s back”said the mayor of the metropolis, Eric Adamswho added “The new New York City Tourism + Conventions brand reflects the energy and spirit of our city and will make sure everyone knows there has never been a better time to visit the greatest city in the world. I am the mayor of five boroughs and look forward to seeing visitors from all over the Big Apple this year.”

In turn, Fred Dixon maintained: “The introduction of our new name and identity marks a significant moment for our organization that accentuates the essence of New York City as a whole: an ever-expanding place that offers diverse and authentic experiences that enrich the traveler and benefit all. new yorkers. This change strategically positions us to continue leading the city’s nearly $65 billion tourism economy. Furthermore, it makes clear our purpose and mission as the official tourism organization of one of the best destinations in the world: our commitment to New York City has never been greater.”.

Change the brand, not the objectives

The global design consultancy 2×4 acted as creative partner in the extensive process to determine the new name and brand strategy, ensuring a name that could clearly represent the organization’s mission to the travel industry and consumers: to support the city’s travel and tourism economy of New York and provide a deeper, richer and more authentic experience of the city for visitors. The structure, mission and global network of New York City Tourism + Conventions remains the same as that of NYC & Company.

“We are an organization made up of passionate New Yorkers who have profoundly shaped our new brand and how it comes to life to attract travelers from around the world”mentioned Nancy Mammanadirectora de marketing de New York City Tourism + Conventions. “Our new strategic direction, which includes a new website (nyctourism.com), social channels and media resources, will drive future promotional campaigns, content and partnerships. Through these exciting new changes. Our intent is to create greater engagement and value for travelers, partners and other stakeholders in a way that also ensures New York City remains a premier destination for business and leisure travel.”

The brand’s visual identity system is directly inspired by New York City itself., hinting at its unique local characteristics. The logo’s irregular shapes and intersections – referencing horizontal streets and vertical building forms – play on contrast, expansion and contraction to reflect the energy of the city, as do the background grid patterns. The secondary color palette brings together New York City icons and associations: Thank You Red, Brick Red, Ferry Orange, Lox Pink, Taxi Yellow, Rockaway Sand, Subway Green, Liberty Green, Coffee Cup Blue y Skyline Bluewith others to be added as the system develops in the future.

New York: remarkable tourist recovery

New York City’s economic recovery accelerated in 2022 with more than 56 million travelers who arrived in the city, an increase of 72.5% compared to 2021. Throughout said period, the Big Apple welcomed 9.4 million international travelers who visited the five boroughs, more than triple the number in 2021. In addition, the rube hosted more than 1,200 events, meetings and conferences, with the attendance of more than 4 million delegates. This activity marks the return of 85% of the city’s record levels of visitation recorded in 2019.

By 2023, New York expects to receive 63.3 million visitors. The pace of the tourism rebound will help fuel the city’s economic recovery, having supported the creation of nearly 340,000 jobs in the leisure and hospitality sector, and generated more than $40 billion in revenue. direct visitor spending and approximately $60 billion in total economic impact by 2022.

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New York, the city that never sleeps, sets out to break its annual visitor record.

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