NYC & Company has unveiled details of its upcoming $30 million campaign, which the organization has said will be New York's largest tourism-marketing effort. 

Set to initially target travelers across 23 U.S. markets, the multi-phased "It's Time for New York City" campaign is designed to create a sense of "urgency and FOMO (Fear of Missing Out)," as well as remind visitors of the city's "unrivaled energy," according to NYC & Company. 

T0705NYC3_C [Credit: Courtesy of NYC & Company]
The "It's Time for New York City" campaign is designed to create a sense of "urgency and FOMO (Fear of Missing Out)."

As part of the initiative's first phase, NYC & Company will debut a marketing and advertising partnership with AAA Northeast, intended to boost regional travel. Starting June 28, 8 million AAA members across Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Washington D.C. will have access to special offers and travel packages.

The AAA collaboration will also comprise travel advisor training and digital and email promotions. 

In early July, the campaign will kick off its second phase with the rollout of a new video spot. The video, which will ask viewers "Where Were You in the Summer of '21?," will run across television and online channels in key domestic feeder markets, with a longer version of the video set to be featured on

In the initiative's third and final phase, NYC & Company will expand its focus internationally, activating the campaign with both digital and out-of-home advertisements in Mexico, Canada and select countries throughout Latin America.

As travel restrictions dissipate, the campaign is expected to extend into feeder markets in the U.K. and Europe.

Other campaign features include targeted digital media efforts on Facebook and Instagram; an influencer campaign; a B2B toolkit for the local business community; and the launch of 24 five-borough itineraries, which will be available to visitors and locals on 

The "It's Time for New York City" campaign comes as New York's tourism and hospitality sectors seek to bounce back from the pandemic. According to NYC & Company, the city's visitor numbers plummeted to 22.3 million in 2020, down from 66.6 million in 2019.

For 2021, the NYC & Company projects that the city will reach 36.1 million visitors, with 10 million expected to visit this summer alone. 


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