SIA lures travellers to New York City with US$360k global campaign

Singapore Airlines (SIA) has launched a global tourism marketing campaign in Singapore to promote New York City as a travel destination. Done in collaboration with the marketing organisation for the City of New York (NYC & Company), the campaign will bear the refreshed “Famous Original New York City” initiative valued at approximately US$$20 million and reach 24 global markets.

The campaign tagline “Welcomes You. Always.” will be supported by narratives focusing on shopping, culinary, arts and culture to inspire consumers to travel to New York City and the boroughs. This promotional effort aims to reinforce New York City’s welcoming spirit with the iconic Statue of Liberty depicted in in-house creative for a diversified look and feel. NYC & Company has also launched a more personalised experience on its dedicated online site.

The overall campaign is valued at US$360,000, and takes the form of OOH display advertisements with key tactical messages to drive sales of flight tickets. These advertisements will be located at strategic bus shelter locations on Orchard Road and run until 31 March 2020.

NYC & Company also partnered with media provider JCDecaux for an OOH media partnership, as well as tour operators and airlines globally in offering packages and flight-only deals to drive visitation in the first quarter of 2020. The media statement read that 2019 was expected to be the 10th consecutive year of tourism growth for New York City, with 66.9 million visitors expected including 53 million domestic travelers and 13.9 million international visitors. In 2018, the destination saw 65 million visitors.

NYC & Company president and CEO Fred Dixon said: “Starring the iconic and emblematic Statue of Liberty, this campaign unequivocally reminds international travelers that New York City welcomes them always. As we round out what is set to be another record-breaking year for tourism, we invite visitors from Singapore and around the globe to discover their own Famous Original New York City.”