NYC rebrand for tourism and conventions brings authentic voices to the fore

New York City’s official destination marketing organisation will no longer be known as NYC & Company after a rebrand. The new name is New York City Tourism + Conventions, part of an overhaul that includes a new strategy, logo and website. The new website, nyctourism.com, will launch in May. The organisation’s CEO, Fred Dixon, debuted the new brand identity at the organisation’s Annual Meeting on 28 March and said the rebranding, “makes clear our purpose and mission”. The organisation represents the city’s five boroughs. A social campaign, #WHATSGOODNYC has been designed to harness the “opinion power” of the City’s 8.5m New Yorkers, offering them a chance to share their points of view on “what’s good” and what to experience across the City’s five boroughs. Tapping into travellers’ desire for authentic experiences, the foundation of the new branding comes from genuine perspectives shared by a diverse mix of locals, highlighting New York City Tourism + Conventions’ role in amplifying these opinions to help travellers have a richer experience in NYC. The campaign offers insights, tips, recommended activities and excursions to engage and encourage visitors and locals to explore all New York City has to offer. “With over 56m 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,” said New York City Mayor Eric Adams. “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. I’m a five-borough mayor, and I look forward to seeing visitors all over the Big Apple this year,” he added. “The introduction of our new name and brand system marks a significant moment for our organisation,” said Fred Dixon. “Our new brand captures the essence of New York City in its entirety…our commitment to New York City has never been greater.” The creation of this new brand system was informed and supported by dozens of organisations and hundreds of individuals from the tourism industry. The structure, mission and global network of New York City Tourism + Conventions remains the same as that of NYC & Company. Nancy Mammana, chief marketing officer of New York City Tourism + Conventions, said the new strategic direction would drive future marketing campaigns, content and partnerships. “Through these exciting new changes, our intention is to create even greater engagement and value for travellers, partners and other stakeholders in a way that also ensures New York City remains a premier destination for business and leisure travel.” New social media handles @nyctourism and @nyctourismnews will launch across Twitter, Instagram, Facebook and LinkedIn. New York City’s economic recovery continued in 2022 with over 56m travellers arriving in the city, including 9.4m international travellers – more than triple the number in 2021.