Remember the “I love NY” cult gimmick? Now adopt the “This is New York city”!

It was high time!
30 years after the “I Love NY”cult sentence, The City That Never Sleeps reworks its branding and launches a new and huge campaign. The objective: to grow from 43.6 to 50 millions visitors per year by 2015.
The Bartle Bogle Hegarty agency (BBH) won the competition with a gimmick coming directly from about a hundred soap operas and films: “This is NY City”.

Now it may sound surprising at first but the sentence is so simple and well-known that you just couldn’t forget it.
So really, the simplest recipes generally are the best ones…
One thing’s certain: the campaign is done and well done. NY was supposed to give the image of a joyful, dynamic, cultural, welcoming familial city and the ad’ sticks perfectly expresses all this.

The diversity of graphics used for the print campaign and the flashy colours perfectly expresses all this, as well as the wonderful TV spot that differentiates it from any other tourism ad.

It sounds a bit like Roger Rabbit but is highly attractive! Everything is put together in order to entice a very wide target: smiles, colours, joy, winks to art lovers, fashion or sport addicts and gourmets…
It is bewitching, should change the old ideas and tempt the last NY resistant.
Something that makes you want to go (or go back) to NY!

Go and have a look at http://www.nycvisit.com/, but there’s no rush, it’s supposed to last 30 years!

By the way Ambre, YOU know NY better than the back of your hand, can you tell us where the old gimmick came from?

Are you gonna keep it for yourself ?