NYC & Company is now New York City Tourism + Conventions

NYC & Company is now New York City Tourism + Conventions. New York City’s Official Destination Marketing Organisation and Convention and Visitors Bureau Introduces New Name and Brand Identity

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March 29, 2023

NYC & COMPANY IS NOW NEW YORK CITY TOURISM + CONVENTIONS

New York City’s Official Destination Marketing Organisation and Convention and Visitors Bureau Introduces New Name and Brand Identity

At its annual meeting today, President and CEO Fred Dixon debuted the new name and identity of the City’s official destination marketing organisation and convention and visitors bureau for the five boroughs of New York City: New York City Tourism + Conventions

The debut of the new name and brand identity was launched in conjunction with a social campaign, #WHATSGOODNYC, harnessing the “opinion power” of the City’s 8.5 million New Yorkers, offering them a chance to share their points of view on “what’s good” and what to experience across the City’s five boroughs. Tapping into travellers’ desire for authentic experiences, the foundation and strength of the new branding comes from its genuine, enthusiastic perspectives shared by a diverse mix of locals. The campaign will offer insights and tips as well as recommended activities and excursions through a variety of channels to engage and encourage visitors and locals to explore all that New York City has to offer.

“The introduction of our new name and identity marks a significant moment for our organisation,” said Fred Dixon, President and CEO of New York City Tourism + Conventions. “Our new brand captures the essence of New York City in its entirety: an ever-expansive place that offers diverse and authentic experiences that enrich the traveller and benefit all New Yorkers. This shift strategically positions us to continue leading the City’s nearly $65 billion tourism economy. It makes clear our purpose and mission as the official tourism organisation for one of the world’s great destinations—our commitment to New York City has never been greater.”

“We are excited about this brand evolution and for the organisation’s continued stewardship of New York City’s tourism industry,” said Charles Flateman, New York City Tourism + Conventions Board Chair and Executive Vice President of The Shubert Organisation. “The creation of this new brand identity was supported and informed by dozens of organisations and individuals in the City’s tourism industry. We look forward to working with all our partners and stakeholders to further the work of connecting local businesses, visitors and residents, and spreading the benefits of tourism across all five boroughs.”

Global design consultancy 2×4 served as the creative partner on the extensive process to determine the new name and brand strategy, ensuring a name that represents the organisation’s mission clearly to the travel industry and consumers: to support New York City’s travel and tourism economy and provide a deeper richer more authentic experience of New York City for visitors. The structure, mission, and global network of New York City Tourism + Conventions remains the same as that of NYC & Company.

“We are an organisation comprising passionate New Yorkers who have deeply informed our new brand and how it comes to life to engage travellers from around the world,” said Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions. “Our new strategic direction, which includes a new website (nyctourism.com), social channels and media assets, will drive future marketing campaigns, content and partnerships. Through these exciting new changes, our intention is to create even greater engagement and value for travellers, partners and other stakeholders in a way that also ensures New York City remains a premier destination for business and leisure travel.”   

“When creating the visual identity system, we wanted to reflect the fabric of New York City, and the rhythm and energy that locals and tourists alike love most about it,” said Elan Cole, Executive Vice President, Co-Lead, Creative/Content for New York City Tourism + Conventions. “In collaboration with our creative partners at 2×4, we 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. Our new system represents this vibrancy and the abundance of experiences in neighbourhoods throughout the five boroughs.”

The brand’s visual identity system is directly inspired by New York City itself, referring to unique local characteristics. The logo’s irregular shapes and intersections—references to horizontal streets and vertical building shapes—play with contrast, expansion, and contraction to reflect the City’s energy, as do the background grid patterns. 

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

New York City’s economic recovery continued in 2022 with over 56 million travellers arriving in the City—a 72.5% increase over 2021. The City saw 9.4 million international travellers visit the five boroughs—more than triple the number in 2021. It also hosted over 1,200 events, meetings, and conferences in 2022, with more than 4 million delegates in attendance. This activity marks the return of 85% of the City’s record 2019 visitation levels.  

The City remains on track to welcome 63.3 million visitors in 2023. The pace of tourism’s rebound helps fuel New York City’s economic recovery having supported approximately 340,000 jobs in the full leisure and hospitality sector, more than $40 billion in direct visitor spending and approximately $60 billion in total economic impact for 2022.

About New York City Tourism + Conventions:

New York City Tourism + Conventions is the official destination marketing organisation and convention and visitors bureau for the City of New York, dedicated to maximising travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For all there is to do and see in New York City, visit nyctourism.com