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It'll be difficult for NYC & Company to repeat the level of success it had with Taylor Swift and the #WelcomeToNewYork campaign, though Unlock NYC's focus is less on mass appeal and more about showcasing New York City's allure for an audience looking for hacks and surprises.

A new tourism campaign is being launched to help visitors experience New York City in the winter months.

The campaign from NYC & Company, “Unlock NYC,” will highlight winter attractions like outdoor ice skating rinks, along with hidden gems around the city and restaurants in far-flung neighborhoods. They include Sam’s Soul Food on the Grand Concourse in the Bronx.

It’ll offer online tips in categories like “Hidden Spaces within Iconic Places” and “Stores with Stories.”

A social media campaign is planned where visitors and New Yorkers can share their insights online.

The city’s hotel rates in January, February and March are typically 22 percent lower than other times of year.

The campaign tagline is “Find a Winter Less Ordinary.” It’s part of a new year-round strategy of seasonal promotions to tell visitors about the lesser known attractions and surprises that the city offers.

Copyright (2015) Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

This article was from The Associated Press and was legally licensed through the NewsCred publisher network.

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Tags: nyc, nycgo, tourism

Photo credit: A promotional image for NYC & Company's latest campaign "Unlock NYC," launching this week. NYC & Company

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