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NYC & Co. ‘The Drive’

Agency: BBH

Client: NYC & Co

NYC & Company, the official marketing and tourism organization for the City of New York, has launched a ground-breaking new marketing campaign for New York City.

The new advertising – to feature in the US, UK, Ireland and Spain - was created by BBH New York in collaboration with NYC & Company, and aims to encapsulate the definitive experience that is New York City.

The interactive-driven campaign includes online film, TV, print, outdoor, digital media, web content and collateral material.
The campaign seeks to inspire more people to visit New York City, with all the executions driving potential visitors to

It aims to show New York City offers a more diverse range of everything, packed more tightly together and lit with more energy than anywhere else in the world, and the campaign utilizes new forms of media to portray the quintessential NYC.

NYC & Company CEO, George Fertitta, said, “The collaboration with BBH has allowed us to develop a marketing campaign for our city that truly is the first of its kind.

“These creative elements, especially the engaging TV spot, will inspire the viewer and allow them to develop an even deeper emotional connection with the city.”

He added, “We are excited about this campaign, which will support our ongoing efforts to achieve Mayor Bloomberg’s goal of attracting 50 million visitors to New York City by 2015.” 
The imaginative TV spot features whimsical animations that bring famous New York City landmarks and cultural attractions to life.

These dream-like sequences such as the infield of Yankee Stadium turning into a pizza slice and animated foods floating in city streets capture the excitement of the city’s unequaled offerings and traditions.

Attractions highlighted in the ad include The Museum of Modern Art, The Empire State Building, Times Square, the Statue of Liberty and much more.

The campaign's website,, features useful information to help visitors easily navigate and manage trips to and throughout the city.

The creative elements of the site are multi-dimensional – some, like an animated bagel, act as pointers to especially NYC experiences such as real-life bagel shops.

Other elements, such as "This is Your NYC," customize the user experience by providing visitors with information that is most relevant.
The campaign was officially launched by Mayor Michael R. Bloomberg at the NASDAQ headquarters in Times Square. From today, the creative work will run in markets across the world, focusing on the US, UK, Ireland and Spain.

Executive Creative Director, BBH New Yor, Kevin Roddy, said, "What makes NYC so unique is that it is just so much more. No other city offers such a breathtaking combination of scale, range or energy as New York City.”

The spot features "Take the A Train (Mint Royale remix)", performed by Ella Fitzgerald.

Print and outdoor work was developed by well-known illustrators from around the world so the global community would help shape the NYC experience.

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