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Six months after taking the helm of New York City’s tourism organization NYC & Company, CEO Fred Dixon is rolling out a series of initiatives whose success will help define his influence moving forward.
Taylor Swift is spreading her love of the city as the organization’s new global ambassador and, building on the Neighborhood x Neighborhood initiative, NYC & Company is now encouraging locals in addition to tourists to explore new areas.
Yet another iteration of the new campaign was announced today.
Giant illustrations visualizing the city’s five boroughs will soon adorn the walls of terminal 1, 4 and 8 of JFK International Airport. The yearlong campaign includes 37 panels, of which 15 represent a specific borough. The largest panel is 20 feet by 38 feet.
“The JFK Welcome Campaign puts every borough in front of the more than 15 million visitors who go through selected terminals every year,” Dixon said in a statement. “It’s a great complement to our worldwide promotion of borough neighborhoods and attractions.”
This is only the second time that NYC & Company has expanded a campaign to the international airport, the perfect advertising venue to reach idle travelers with New York already on their mind. The first campaign featured local celebrities talking about their favorite city experience.
NYC & Company is not purposefully avoiding LaGuardia Airport and Newark International.
Outdoor advertising corporation JCDecaux had space available and offered it, and production, to NYC & Company free of charge, says spokesman Chris Heywood.
This is the second time that NYC & Company has formed key partnerships at little cost — they’re not paying Swift for her role as global welcome ambassador.