#SeeYourCity Campaign
A surprising tourism campaign that reframes the lesser-known as exotic destinations
NYC & Company asked for help inspiring travel to under-the-radar NYC neighborhoods. Bellweather's founding partners, Emily Lessard and Louis Lee, created the See Your City brand and campaign, now beloved by locals and visitors alike. The vibrant brand identity reframes lesser-known NYC neighborhoods as exotic travel destinations, pairing beautiful images with humorous copywriting and local content. We also created the social media strategy, which integrates See Your City Social Media Ambassadors and user-generated images throughout.
The Results
million images tagged #seeyourcity on Instagram
media mentions including Skift, Communication Arts, Adweek, and The New York Times
million engagements on Instagram and Snapchat alone
Project Attributions and Credits:
- Travel & Tourism
- Campaign
- Research + Strategy
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Remko Heemskerk, Illustration
- Flavio Alvarez, Senior Copywriter
- Sophie Roberts, Senior Copywriter
- Kate Schwed, Copywriter
- Sara Duell, Senior Designer
- Caitlin Clingman, Designer
- Noah Venezia, Senior Designer
- José Quinteros, Designer
#SeeYourCity Campaign
A surprising tourism campaign that reframes the lesser-known as exotic destinations
NYC & Company asked for help inspiring travel to under-the-radar NYC neighborhoods. Bellweather's founding partners, Emily Lessard and Louis Lee, created the See Your City brand and campaign, now beloved by locals and visitors alike. The vibrant brand identity reframes lesser-known NYC neighborhoods as exotic travel destinations, pairing beautiful images with humorous copywriting and local content. We also created the social media strategy, which integrates See Your City Social Media Ambassadors and user-generated images throughout.
Disciplines
- Campaign
- Research + Strategy
Results
- 1 million images tagged #seeyourcity on Instagram
- 60 media mentions including Skift, Communication Arts, Adweek, and The New York Times
- 10.5 million engagements on Instagram and Snapchat alone
A bold, expandable brand identity
The branding for the campaign combines passport- and stamp-inspired logos, a vibrant color palette, and bold typography. These bold brand graphics are combined with humorous and snarky copywriting, seen in the tagline: “For some it’s the trip of a lifetime, for you it’s just a subway ride away.” The brand voice is carried through all of the elements and is crucial for the campaign to connect with discerning locals.
A marketing campaign turned evergreen brand
The advertising campaign we created has naturally evolved into what it is today: an evergreen, user-generated, content platform. #SeeYourCity has over one million posts on Instagram and the campaign has been featured in 60+ press stories including Skift, Communication Arts, Adweek, The Epoch Times, and The New York Times.
The Results
million images tagged #seeyourcity on Instagram
media mentions including Skift, Communication Arts, Adweek, and The New York Times
million engagements on Instagram and Snapchat alone
Project Attributions and Credits:
- Travel & Tourism
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Remko Heemskerk, Illustration
- Flavio Alvarez, Senior Copywriter
- Sophie Roberts, Senior Copywriter
- Kate Schwed, Copywriter
- Sara Duell, Senior Designer
- Caitlin Clingman, Designer
- Noah Venezia, Senior Designer
- José Quinteros, Designer
