The campaign stops New Yorkers and visitors in Grand Central Station and asks them to pronounce words that show-off the international influence of the city’s restaurant industry.
The words include ‘amuse-bouche’, French for a single bite-sized hors d’oeuvre; ‘sfogliatelle’, Italian for thin layers and in this case a shell-shaped pastry; and ‘bibimbap’, a signature Korean dish.
The videos will appear on taxi cab TVs, bus shelters, and social media in an effort to increase reservations for the three week-long event.
The promotion offers three-course prix-five lunches and dinners at almost 300 restaurants.
“NYC Restaurant Week is a success for both restaurants, which often welcome new audiences during a typically slow period,” NYC & Company interim CEO Fred Dixon said in a statement.
Four of the campaign’s six videos have been released. See them below: