Brand USA and New York launch campaigns

Brand USA and NYC & Co are working with respective partners on the campaigns aimed at driving Britons to book travel to the country and the scity this Summer.

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NYC & Co, the body that promotes New York, is working with its partner American Express on itsmillion dollar campaign while Brand USA is working with online travel agent Expedia.

It is the first timeNYC & CO and American Express have collaborated on an international promotion and the activity, under the strapline New York Summer, takes in outdoor and digital advertising and a new Tumblr blog. The campaign will highlight a wide variety of activities and attractions offered by the city including free outdoor events and the beaches adjacent to the city.

The New York Summer campaign runs from Monday (May 6) for a month with images on bus shelters of New York icons including the Statue of Liberty, the Empire State Building, and yellow taxicabs. The advertising will promote the official tourism website www.nycgo.com where geo-targeting is employed to recognise users in the UK. From the home page, visitors can access a customised blog created specifically for a UK audience called The British Guide to NYC.

Content will include photos and short posts on dining, shopping, entertainment, urban exploration and events.

 “New York City welcomed a record 52 million visitors in 2012 and over a million of these came from the UK — more than any other overseas country,” said George Fertitta, CEO of NYC & Company. “With the New York Summer campaign, we’re not only renewing our commitment to our most important overseas market, we’re also giving Brits a million more reasons why summer 2013 is time to visit New York City.

Brand USA, which was formed to create a coherent approach to global marketing for the United States in 2010, is partnering for a television campaign with Expedia that starts today (3 May). The call to action for the campaign, which also includes outdoor, press and digital activity, is “Discover this land, like never before.”

UK culture secretary Maria Miller announced four pillars to underpin a tourism marketing strategy to attract inbound visitors this week.

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