Challenge:

As one of the world's most popular tourist destinations, pre-pandemic New York City welcomed over 10 million visitors each year. In the first half of 2022, the city was eager to welcome travelers back again, despite the fact that a 21-day COVID quarantine was in place for Chinese travelers at the time. NYC & Co recognized the need to launch a campaign that reminded the world of the city's many attractions and encouraged travelers to book their trips now. As a marketing agency, we were eager to support this effort and help position New York City as a top destination for travelers.

Approach:

To drive interest in New York City as a travel destination, NYC & Co partnered with Trip.com and Ctrip.com to launch two industry-first initiatives. The first was a virtual event hosted by Jane Sun, CEO of Trip.com, called "It's Time for New York City," which aimed to showcase the city's many attractions and encourage travelers to book their trips. The second was the launch of an NFT (non-fungible token) in the travel industry, which was designed to reward those who booked their trips during the event with exclusive NFTs. As the leader of this campaign, I identified key New York City scenes and opinion leaders that would appeal to the target audience and worked with the creative team to design the NFTs. My team promoted the event on WeChat and Weibo and I was responsible for writing and organizing the press release and report to support the campaign. By leveraging these innovative approaches, we aimed to drive interest in New York City as a top travel destination for the post-pandemic world.

Results:

Within the first hour of the live stream event: 

9,000+ Rooms booked 

10,000+ Future bookings  

$5 million U.S.  Revenue 

5:1  ROI