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NYC & Company Rebrands Itself to New York City Tourism + Conventions

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President and CEO Fred Dixon unveiled at its yearly gathering the new name and identity of the City’s accredited tourism institution and assembly and guests’ agency for the five administrative divisions of New York City: New York City Tourism + Conventions. The site’s rebranding which targets tourists globally incorporates a new brand policy and thorough visual identity system containing a new logo, color standards, typography, art direction, and graphic elements.

Photo from Brand Story

The first appearance of the new name and brand identity was launched along with a social drive, #WHATSGOODNYC, capturing and controlling the “opinion power” of the City’s 8.5 million inhabitants, giving them an opportunity to impart their points of view regarding “what’s good” and what to experience all over the city’s five boroughs. Tapping into travelers’ yearning for real experiences, the foundation and strength of the new labeling comes from its honest, positive and high-energy points of view shared by an assorted mix of locals. The movement offers understanding, tips, suggested undertakings and trips via different channels to attract and stimulate visitors and locals to check out what New York city has to offer.

Photo from Brand Story

New York City Mayor Eric Adams confidently announced that New York City is not just about to return, it has already made its comeback. He mentioned the 56 million tourists to the five boroughs in 2022 which paved the way to tens of billions of dollars spent, which in turn boosted the local economy. For Adams, the rebranding of New York City Tourism + Conventions mirror the city’s vigor and soul that will ensure those concerned know that the best time to visit New York City is at the present.

For Fred Dixon, President and CEO of New York City Tourism + Conventions, the launch of their new name and brand identity is an important milestone for their organization because their new brand perfectly captures the essence of New York City as a whole: an ever-expanding location that offers a variety of authentic experiences that benefit all New Yorkers and enrich the traveler. They are now in a more advantageous position to run the City’s nearly $65 billion tourism industry. “It makes clear our purpose and mission as the official tourism organization for one of the world’s great destinations—our commitment to New York City has never been greater,” he said.

Charles Flateman, New York City Tourism + Conventions Board Chair and Executive Vice President of The Shubert Organization, is excited about the brand metamorphosis and for the institution carrying on the management of the expeditions to New York City. He explained that the genesis of this novel brand distinction was endorsed and decided on by dozens of establishments and personalities in the City’s tourism field. He looks forward to collaborating with all their partners as well as stakeholders to carry on the task of connecting local businesses, tourists and inhabitants, and laying out the benefits of tourism across all five boroughs.

Photo from Brand Story

NYC-based worldwide design company 2×4 served as the artistic collaborator on the long process to figure out the new name and brand crusade, securing a name that communicates the organization’s goal with clarity to the travel industry and clients and provide a more profound, abundant, and real experience of New York City for visitors. The composition, goal, and worldwide network of New York City Tourism + Conventions stays similar to that of NYC & Company.

Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions, described themselves as a collective made up of zealous New Yorkers who have greatly influenced their rebranding and how it will appeal to travelers worldwide. She has faith in their strategic innovation, which calls for a new website (nyctourism.com), social media, and future marketing campaigns, content, and collaborations driven by media assets. Their goal with these exciting new developments is to increase engagement and value for visitors, partners, and other stakeholders while ensuring that New York City continues to be a top spot for both business and pleasure travel.


Photo from Brand Story

Elan Cole, Executive Vice President, Co-Lead, Creative/Content for New York City Tourism + Conventions wanted to reflect the fabric of New York City, and the rhythm and energy that locals and tourists alike love most about it, via the visual identity system. In collaboration with their creative partners at 2×4, they created a system that reflects New York City itself, a unique place of unmatched diversity and culture that draws in and welcomes people from all over the world. The new system represents this vibrancy and the abundance of experiences in neighborhoods throughout the five boroughs.


Photo from Brand Story

The brand’s optical individuality strategy is inspired by the vivid heritage of the City as well as the works of artists and designers who themselves were inspired by the five boroughs. The unusual shapes and intersections of the graphic symbols and the logo—references to horizontal streets and perpendicular construction shapes—play with counterpoint, magnification and compression to reflect the City’s vigor. The secondary color palette surveys New York City icons and associations, from Liberty Green, Taxi Yellow and Ferry Orange to Lox Pink, Brownstone and Rockaway Sand. More information is available at nyctourism.com/rebrand. 


Photo from Brand Story

New social media handles @nyctourism and @nyctourismnews will launch across Twitter, Instagram, Facebook, and LinkedIn encouraging New Yorkers and travelers alike to engage and share using the hashtag #WhatsGoodNYC. 

Financial recovery for New York City carried on in 2022 with more than 56 million tourists entering the City — a 72.5% increase over 2021. The City saw 9.4 million global tourists explore the five boroughs – above times three the number in 2021. The City was also home to more than 4 million economic tourists marking the revival of this crucial component. This undertaking signals the comeback of 85% of the City’s record 2019 tourism benchmark.


Photo from Brand Story

The City is still on schedule to receive 63.3 million tourists in 2023. With more than 340,000 employment supported in the whole leisure and hospitality sector, more than $40 billion in direct tourist spending, and an estimated $60 billion in total economic effect for 2022, the pace of tourism’s recovery contributes to New York City’s economic revival.

*Cover Photo/ Thumbnail Photo from Brand Story

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