NYC & Company announces Taylor Swift as New York City’s Global Welcome Ambassador
—Yearlong Global Tourism Collaboration to Use ‘Welcome To New York’ from Taylor Swift’s New Album 1989 to Celebrate New York City—
By Neil Kook
I very much like Taylor Swift. Taylor Swift has joined NYC & Company, New York City’s official marketing, tourism and partnership organisation, to announce her participation as New York City’s Global Welcome Ambassador for 2014–2015. As part of the collaboration with Taylor, NYC & Company today launched a global tourism campaign—Welcome To New York—named after Taylor’s song of the same name from her top charting new album, 1989. “Welcome To New York” celebrates how welcoming New York City is to everyone, inviting the world to visit New York City and explore its five boroughs. As New York City’s Global Welcome Ambassador, Taylor will showcase the City’s unparalleled vibrancy that inspired her to write “Welcome To New York,” reinforced by the refrain “It’s been waiting for you.” ABC News anchor Robin Roberts joined Taylor on Good Morning Americato make the announcement. To view the new campaign, visit NYC’s official tourism website, nycgo.com/w2ny.
“New York City is a truly welcoming city, and “Welcome To New York” perfectly exemplifies the unrivalled hospitality, energy and excitement that can be felt throughout all five boroughs,” said Fred Dixon, president and CEO of NYC & Company. “We are pleased to work with Taylor Swift to welcome visitors from around the world, as she was welcomed this year, and couldn’t have asked for a better synergy between Taylor and NYC & Company to tell our story about what makes New York City, New York City.”
“The new Welcome To New York song is a perfect anthem for New York City and captures the energy and spirit of our world-class destination,” said Emily K. Rafferty, Chairman of the Board of NYC & Company and President of The Metropolitan Museum of Art. “Through this unique collaboration with Taylor Swift and the launch of this exciting new global tourism campaign, we will inspire more visitors to come here to experience the rich offerings of the five boroughs.”
Starting today, The Welcome To New York campaign uses Taylor’s song to tell the story about New York City’s five boroughs and to convey the city’s unparalleled electricity. On www.nycgo.com, videos featuring Taylor draw inspiration from her experience in New York City and the hospitality, creativity and inspiration she has felt since spending more time here. The editorial content will showcase what to see and do in New York City and encourage first-time visitors, and re-inspire repeat visitors, to book a trip to New York City. In addition to the videos and articles, the website will source content from New Yorkers and visitors who share their New York City experiences on Instagram using the hashtag #W2NY.
Coinciding with Taylor’s role as New York City’s Global Welcome Ambassador, she will perform on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, broadcasting LIVE from Times Square on ABC. Until 2015, the Welcome To New York global tourism campaign will continue with more engagement with Taylor, in which she will share her New York City experiences including additional videos and editorial content of her favourite things to see and do throughout the five boroughs.
The campaign will be promoted through outdoor advertising in domestic (NYC and Boston) and international (Spain and Italy) markets; broadcast advertising on NYC Taxi TVs and on digital billboards in Times Square; social media integration on NYC & Company’s Facebook (facebook.com/nycgo), Instagram (instagram.com/nycgo), Pinterest (pinterest.com/nycgo) and Twitter (twitter.com/nycgo andtwitter.com/nycgo_press) accounts with the hashtag #W2NY; global publicity through NYC & Company’s 17 international offices reaching 28 markets; and integrated messaging at travel industry trade shows internationally. The campaign will be amplified through Taylor’s social media channels and in messaging surrounding the launch of her fifth studio album, 1989.