Marketing and Advertising for See Your City NYC Campaign

Project Team

Emily Lessard

Strategy + Marketing

Jessie Moore

Operations

Louis Lee

Creative Direction

Noah Venezia

Design

Sara Duell

Design

Remko Heemskerk

Illustration

Sophie Roberts

Writing

Caitlin Clingman

Design

Kate Schwed

Writing

Flavio Alvarez

Writing

José Quinteros

Design

Emily Lessard

Strategy + Marketing

Jessie Moore

Operations

Louis Lee

Creative Direction

Noah Venezia

Design

Sara Duell

Design

Remko Heemskerk

Illustration

Sophie Roberts

Writing

Caitlin Clingman

Design

Kate Schwed

Writing

Flavio Alvarez

Writing

José Quinteros

Design

We created the branding and advertising strategy for the beloved “See Your City” campaign for New York City. The campaign strategy focused on inspiring travel to lesser-known NYC neighborhoods. We created a vibrant brand identity that reframed these areas 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 campaign.

The campaign is now in its fifth year following the brand strategy we created, with over 700k images tagged #seeyourcity on Instagram alone. The branding is licensed and was recently picked up for a collection at Bed, Bath, and Beyond.

See Your City has been featured in 60+ press stories including Skift, Communication Arts, Adweek, The Epoch Times, and The New York Times.

SEE YOUR CITY BRAND

The branding for the campaign combines passport-stamp-inspired logos, a vibrant color palette, and bold typography. These bold brand graphics are combined with a 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 was important for the marketing and branding strategy to connect with discerning locals.

SEASON 2

The second season’s marketing and advertising was focused on restaurant promotion. To reference the vintage travel brand inspiration, we created “suitcase sticker” graphics for each borough. Each graphic sticker was reorganized and repeated throughout the campaign, allowing for an expansive and lively extension of the branding.

SOCIAL MEDIA INTEGRATION

The #SeeYourCity Instagram campaign was so effective, the latest iterations are built entirely from user-generated images tagged #SeeYourCity. We designed the website, which integrates mapping throughout to turn inspiration into an itinerary. The marketing and advertising campaign we created has naturally evolved into what it is today: an evergreen, user-generated, content platform.

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