Digital

NYC Tourism Challenges People to Pronounce ‘Prix Fixe’ for Restaurant Week

@SamShankman

Feb 07, 2014 8:00 am

Skift Take

These quick and clever videos are the exact type of campaigns that NYC & Company should be doing more of to capture the attention of locals and tourists.

— Samantha Shankman

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 / NYC & Company

NYC locals and visitors were challenged to pronounce fancy food words in NYC & Company's new campaign. / NYC & Company


New York City’s official tourism organization NYC & Company launched a campaign earlier this month to raise awareness of the upcoming Restaurant Week.

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:

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