This is NYC.
New York City is being branded.
Starting with a new logo, then a commercial and full fledged website with downloadable wallpaper and limited edition prints, NYC wants to get in your head.
The commercial is actually very cool, making NYC look like an oversized amusement park.
BBH New York has created a new campaign for NYC & Company, the official tourism organisation for New York, in a bid to attract yet more tourists to the city (the aim is to entice 50 million visitors annually by 2015). The campaign, based around the tag This Is New York City, encompasses television, print, online and outdoor advertising, as well as a new logo by Wolff Olins, which will be used in advertising, promotional materials, as well as on New York taxis.
With the campaign airing in such diverse markets as the UK, Ireland, Italy and Spain, as well as domestically in the US in cities including Boston, Philadelphia, Miami and San Antonio, the ads focus on creating a family-friendly feel, pitching New York as a exciting, frentic fairground of a city. While this is a gripe that many New Yorkers may have about the city’s image post Mayors Giuliani and Bloomberg’s considerable clear-up of its grittier edges, as so often is the way with these campaigns, those actually living in the city may recognize little reality in the tourism-friendly campaign. (from Creative Review)
Download the above NYC food-themed wallpaper here.
Check out NYCvisit.com for more info and to see how the campaign and commercial turned out.