- Strategy
- Creative
- Social Media
- Media Placements
we won a few awards
Challenge
New York City usually attracts over 10 million visitors annually, including 10% from China, but the Covid-19 pandemic disrupted tourism. The city fell out of the Top 10 searched travel destinations, and Chinese travelers faced negative press and quarantine restrictions.
NYC&Co. had to reassure Chinese tourists of their safety and welcome them back to the city after other destinations had already announced their reopenings and launched campaigns targeting the Chinese and APAC market.
Solution
NYC& Co. and Trip.Com teamed up to create the “It’s Time For New York City” campaign that showcases the city’s world-class attractions. The campaign targeted Chinese and APAC travelers with high-travel intent using top social media channels (Weibo, WeChat, RED, LINE & Kakao) and programmatic advertising.
Custom audience segments were created based on browsing behavior and frequency of travel data from financial institutions. Premium ad placements, such as home page banner ads and opening screen locations, were strategically chosen to reinforce NYC as a premium destination.
Results
Trip.Com CEO, Jane Sun, hosted a livestream virtual tour of New York City’s iconic attractions including the Empire State Building, the Met Museum, Central Park, Broadway, and Times Square as part of the “It’s Time For New York City” campaign.
Travel influencers were also brought in to host “shoppable livestreams” and sell specific travel products for NYC. The campaign was supported by messaging programs featuring the first Travel Industry NFT, “Tera,” with colorful visual treatments for each of NYC’s 5 boroughs and translated slogans in Chinese, Korean, and Japanese.
267M+Impressions
1,4M+Clicks
2.52%CTR
9K+room nights booked
10K+bookings while livestream
$5Min travel / tourism revenue
2 “First Ever”innovations with the Jane Sun hosted Livestream Event, and the Travel Industry NFT
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of our work
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