New York City Tourism + Conventions, the official destination marketing organisation and convention and visitors bureau for the five boroughs of New York City, has a new global tourism campaign.
Called With Love + Liberty, New York City, it stars the destination’s most visible and powerful symbol of welcome: the Statue of Liberty.
The logo design supports the message “With Love + Liberty,” a welcoming overture with a double meaning referring to both the statue herself and the idea that here, everyone is welcome as they are, to explore all that NYC has to offer.
The campaign spans out-of-home, digital, video and social media in several markets and kicked off last week in the UK and Ireland.
It will expand to 12 additional markets including the U.S. between now and June 2025.
New York City Tourism + Conventions says the campaign will shine a light on New York in the run up to 2025-26, which will see the destination commemorate the 400th anniversary of the founding of the City of New York and celebrate America’s 250th birthday, and host eight FIFA World Cup matches including the Final in summer 2026.
“New York City is, and always will be, the most welcoming, diverse and vibrant city in the world. Through ‘With Love + Liberty,’ we are unequivocally sending the message that all are welcome and invited to enjoy the countless world-class experiences we have across our five-borough destination,” said Nancy Mammana, New York City Tourism + Conventions’ Chief Marketing Officer and Interim CEO.
“Global travel is strong right now, and it’s critical that New York City continues to showcase itself in order to keep engaging travellers who have an incredible number of choices.”
Tourism remains a key driver for NYC’s economy, with international travellers making up 50% of $48 billion in direct spending across its hotels, restaurants, attractions, cultural organisations and more.
In 2023, the city welcomed 62.2 million visitors, including 11.6 million from overseas.
Meanwhile NYC Tourism recently named United Airlines an official airline partner in several markets including the UK.
The one-year partnership includes collaboration on sales missions, FAM trips, travel trade training, and more.
