NYC TOURISM + CONVENTIONS LAUNCHES NEW GLOBAL TOURISM CAMPAIGN, “WITH LOVE + LIBERTY, NEW YORK CITY”

Campaign Reinforces NYC’s Welcoming Spirit as the City Looks Ahead to Historic 2025-26 With NYC400, America250 and the FIFA World Cup

Launching in Phases Across 18 Markets, Beginning This Week in Chile, Colombia, Ireland, Japan, Singapore and the United Kingdom

New York City (October 1, 2024) — New York City Tourism + Conventions, the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City, today announced a new global tourism campaign, “With Love + Liberty, New York City,” which will span out-of-home, digital, video and social media. The campaign extends a warm invitation to travelers across the country and around the world, beginning this week with out-of-home advertisements in Chile, Colombia, Ireland, Japan, Singapore and the United Kingdom. The campaign will expand to twelve additional markets including the United States between now and June 2025. This comes in the lead up to a historic 2025-26, in which NYC will 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 travelers who have an incredible amount of choices. Tourism is a critical driver for NYC’s economy, with international travelers making up 50% of $48 billion in direct spending across our hotels, restaurants, attractions, cultural organizations and more. We are so proud to launch this new effort and continue building upon the appeal of Lady Liberty to attract visitors from all across the globe who will support our local businesses in neighborhoods citywide.”

Developed in-house by NYC Tourism’s award-winning creative and content team, the campaign once again stars New York City's most visible and powerful symbol of welcome, the Statue of Liberty. The design leans into a rich, bright color palette – including a warm yellow as the campaign’s primary hue and iterations with vibrant shades of green and blue – and features a simple heart icon, representing the City's distinct love for all who come to explore the neighborhoods, cultures and communities of the five boroughs. This 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.

Between now and next June, “With Love + Liberty, New York City” is rolling out in a total of 18 global markets with support from airline, tour operator and online travel agency (OTA) partners. NYC Tourism will activate the campaign through translated out-of-home advertisements with global media partner JC Decaux, in addition to digital media in select markets. Next month, the organization will also debut a series of new short-format videos on @nyctourism social media channels.

The campaign launches this week in Chile (in partnership with the travel agency, Cocha) and Colombia (with travel agency, Aviatur), both with the Spanish tag line“con Amor + Libertad”; Ireland (with travel agency, Cassidy Travel); Japan (withtravel agency, H.I.S); Singapore (with OTA, Traveloka);and the UK (United Airlines). Advertisements with to-be-announced travel partners are still forthcoming in Australia, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, New Zealand, South Korea, Spain, and long-haul U.S. feeder markets.

In addition, NYC Tourism recently named United Airlines an official airline partner in Australia, Brazil, Japan, the UK and the US, and across the organization’s luxury travel trade initiatives. This one-year partnership includes collaboration on sales missions, FAM trips, travel trade trainings, and more. United Airlines also supported NYC Tourism’s Global Reverse Luxury Media and Trade Mission in select markets this June and is featured in the organization’s Luxury Travel platform on nyctourism.com.

In 2023, New York City welcomed 62.2 million visitors, including 50.6 million domestic and 11.6 million international visitors. The tourism industry supported 380,000 jobs and generated $74 billion in economic impact with $48 billion in direct spending at businesses across the five boroughs, large and small. This year, visitation is expected to grow to 64.8 million, a 97% recovery of 2019 record levels.

About New York City Tourism + Conventions:
New York City Tourism + Conventions is the official destination marketing organization (DMO) and convention and visitors bureau (CVB) for the five boroughs of New York City. Our mission is to invite the world and energize the City, building equitable, sustainable economic prosperity and community through tourism for the mutual benefit of residents, businesses and visitors. For all there is to do and see in New York City, visit nyctourism.com.