Our Platforms and Programs
NYC & Company Marketing and Partnerships
NYC & Company’s Marketing & Partnerships team promotes the dynamic New York City brand worldwide, highlighting its unparalleled dining, shopping, entertainment and cultural offerings. The impact of the marketing programs is amplified through collaboration with other NYC & Company departments, including Arts & Culture, Communications, Creative Services, Entertainment, Interactive, Media, Membership, Tourism and Sports Marketing. Their marketing campaigns—supported by valuable partners such as American Express, OpenTable, Sony Pictures, Travelocity, Time Out New York and the Syfy Channel—position NYC as a must-see-now destination while offering locals and visitors alike the tools to experience the City in the most accessible and fulfilling manner.
Following is a summary of just a few of our recent programs.
This is New York City: Save the Date
NYC & Company continues to develop tools and resources to help visitors better plan and manage their trips to New York City. Visitors consider a multitude of factors while planning their trips, including value, travel dates and special events—and they all benefit from having information available in advance, especially those who are overseas. The Save the Date planning tool is a long-lead interactive calendar on nycgo.com that allows visitors to plan ahead and discover all there is to do and see in New York City over a two-year period, including events and exhibits, special values, exclusive programs and discounts, and classic NYC experiences such as major parades, festivals and concerts. In addition to such signature programs as NYC Restaurant Week, Broadway Week and Off-Broadway Week, Save the Date will also be supported by a robust collection of exclusive member offers and added value incentives across hotels, dining, shopping, entertainment, Broadway, cultural organizations and more from May 2012 through February 2013.
Broadway has been a pillar of American culture for more than 100 years. Its appeal crosses over from native New Yorkers to long-haul travelers, from suburbanites to international tourists. NYC & Company launched Broadway Week in January 2011 with the assistance of The Broadway League and with AT&T as a sponsor, giving theater fans the chance to purchase two-for-one tickets to 18 of Broadway’s hottest shows. Following its success, Broadway Week returned in September 2011 and again in winter 2012. The winter 2012 program provided outstanding results, with more than 90,000 total tickets sold, generating more than $5 million in sales—surpassing the totals for both Broadway Weeks in 2011. The next Broadway Week is planned for September 2012.
Off-Broadway Week was established in 2009 to encourage NYC theatergoers to attend Off-Broadway shows and discover the unique neighborhoods throughout Manhattan where the theaters, which have 100–499 seats, are located. Like Broadway Week, Off-Broadway Week offered two-for-one tickets to select shows. NYC & Company had two promotions in 2011, which was repeated in 2012, most recently with a winter 2012 promotion that ran for two weeks featuring more than 30 shows and resulting in more than 10,000 total tickets sold and more than $400,000 in revenue. The next Off-Broadway Week is planned for September 2012.
For the past eight years, the New York Comedy Festival (NYCF) has celebrated the City’s centrality in the comedy universe by bringing top comedy talent to NYC for a week of performances in November. In 2011, NYC & Company, looking to recognize and celebrate the contributions that the comedy community makes to the City’s vibrancy, partnered with the NYCF, Comedy Central and the legendary Carolines on Broadway to create the first-ever Get More NYC: Comedy Week. The program highlighted key comedy events, venues and resources throughout the City, culminating in the first-ever Laugh More NYC event at the Tribeca Performing Arts Center, which was attended by hundreds of comedy fans. Comedy Week helped raise the profile and elevate the significance of comedy in New York City, which contributed to the resounding success of the 2011 New York Comedy Festival. And to cement the importance of comedy to the City, Mayor Michael Bloomberg issued a proclamation declaring November 9–13 “Comedy Week” in NYC. Look for Comedy Week to return in 2012.
NYC Restaurant Week
NYC Restaurant Week continued its growth as the City’s original culinary celebration and world’s first-ever Restaurant Week. Surpassing previous records for diners seated, restaurant revenue and web traffic, the semiannual prix-fixe dining promotion remains one of the most highly anticipated events in NYC. Designed to increase business during traditionally slow periods for the industry, NYC Restaurant Week also provides a tremendous value to consumers: the cost for the program’s iconic three-course menus has remained the same for more than 10 consecutive seasons: $24.07 for lunch and $35 for dinner. With the help of Founding Sponsor American Express, the winter 2012 program saw more than 238,000 diners, a 26% increase over the previous year. We look forward to NYC Restaurant Week Summer 2012, which will mark the 20th anniversary of the program.
Fashion’s Night Out
For the third straight year, Fashion’s Night Out (FNO) has increased in stature to become a fixture on the global stage. Developed by Vogue, the Council of Fashion Designers of America, NYC & Company and the City of New York, FNO was created to restore consumer confidence, boost the industry’s economy and put the fun back in shopping. Retailers remained open until 11pm on September 8, 2011, providing appearances by designers, celebrities and models, in addition to offering entertainment, limited-edition merchandise and special incentives. The incredible success of FNO in its third year was exemplified by 1,225 retailers participating throughout the five boroughs (up from 800 in 2009). More than 300 online retailers participated as well, while nearly 3,000 events across the country celebrated FNO and its mission. With the aid of partners Maybelline, QVC, Volkswagen and Mattel, FNO received 3.4 billion impressions from the March registration announcement through the big event, with a major push from nationally broadcast public service announcements on August 24, featuring the cast of Glee. NYC & Company provided significant citywide media assets to promote the event, in addition to taxi videos, logistics coordination, communications support, hotel promotions and securing broadcast of the PSAs. In addition, over $550,000 was raised through the sale of FNO merchandise for the New York City AIDS Fund in the New York Community Trust. FNO 2012 is scheduled for September 6, 2012.
Pride Week and the LGBT Market
In June 2011, NYC once again welcomed visitation by the global LGBT market to Pride Week in New York City, home of the modern gay liberation movement. NYC & Company was the go-to resource for learning all there is to see and do in the City during Pride Week and helped promote visitation during this period. The celebrations continued later that month when New York became the sixth state in the United States to legalize same-sex marriage. NYC & Company created the NYC I Do campaign to position NYC as a one-of-a-kind wedding destination and encourage more people to get married and honeymoon in the City. NYC & Company reached out to member hotels, which developed special packages, and listed members that provided wedding-related resources—from event spaces to limousine services—and compiled them on the dedicated website nycgo.com/ido. NYC I Do launched within hours of the new law’s passage.
Syfy Channel and 31 Days of HalloweeNYC
NYC & Company captured the imagination of New Yorkers during Halloween, bringing Syfy’s 31 Days of Halloween programming to life through a series of events and partnerships to further enhance awareness of the brand. NYC & Company transformed a shipping container into a mobile experiential destination for Syfy’s target audience. By leveraging NYC & Company’s many assets, from media to membership, the 31 Days of HalloweeNYC campaign focused on the consumer experience with buzz-worthy, impactful experiential events that were further enhanced by an integrated five-borough marketing campaign. NYC & Company delivered ownership of the Halloween experience to Syfy by blanketing the City through traditional media, press coverage, experiential events and more. Look for more scary events in 2012 when 31 Days of HalloweeNYC returns.
Smurfs Week NYC
In 2011, New York City was the summer home for everyone’s favorite blue creatures only three apples tall: the Smurfs. NYC & Company, Columbia Pictures and Sony Pictures Animation partnered to create Smurfs Week NYC for New Yorkers and visitors and to encourage families to travel to the City. The Smurfs were 2011’s Get More NYC Family Ambassadors, highlighting New York City as a family-friendly destination, complete with a special itinerary of things to do and see in the City on nycgo.com, all in promotion of the release of The Smurfs on the big screen. Smurf Week NYC kicked off on July 25, with Columbus Circle transformed into Smurf Village, replete with mushroom houses and a 40-foot-tall inflatable Smurf. Families were invited to participate in free activities like face painting, green-screen photos and coloring books. The event also featured a sing-along with children from the 92nd Street Y and a press announcement attended by the movie’s stars, Neil Patrick Harris and Jayma Mays. Citywide events continued throughout the week, including an unveiling ceremony at FAO Schwarz and a character meet-and-greet at Build-A-Bear Workshop.