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NYC Case Study
There’s only one New York City. But within that one city are five boroughs, approximately 191 neighborhoods, nearly a million buildings and over 8.2 million people. Each individual has his or her own New York.
Within the mind of every New Yorker resides a different version of New York City. It's a place loved in 138 different languages and viewed through an almost infinite mix of cultures, ideologies and ways of life. Everyone living side by side.
This kaleidoscopic quality is one of the great things about this city. It's the very thing we love. But it also makes it difficult to represent. There is no one symbol, no one logo or brand that means New York City to everyone.
To create a brand for New York City, the challenge was not to define a purpose, but to capture an essence. This was articulated by the idea: "only one, but no one NYC."
The resulting brand identity has now been embraced not just by New York City's official marketing, tourism and partnership organization, NYC & Company, but across many city departments.
From what was once many disparate and confusing identities, the NYC brand has become the singular and strong voice for the city. It is now used across a range of city-wide initiatives, including greenNYC, BeFitNYC and milliontreesNYC. The new brand has driven tourism marketing, and comes alive in the city's visitor center, NYCgo. In 2007, the year following the launch, the number of visitors to the city increased by 5%, resulting in the creation of 350,000 jobs. 2010 became a record breaking year, with 49 million visitors, generating $31 billion in visitor spending and propelling New York City to the most popular tourism destination in the US for the first time in 20 years.
NYC most popular US tourism destination
Mayor Bloomberg today announced that New York City is the ‘most popular tourist destination in the country’ for the first time in 20 years. With over 45 million visitors to the city in 2009, NYC fared better than other US tourist hotspots such as LA and Orlando where tourism has declined significantly. The NYC brand was developed by Wolff Olins in 2007. See more at http://www.reuters.com
NYC opens new visitor center
New York City’s groundbreaking visitor center, NYCGO, was unveiled today by Mayor Bloomberg. The state-of-the-art information hub, located in midtown Manhattan, has been designed by WXY Architecture & Urban Design and contains everything needed to seek out the very best the city has to offer. The center is fully interactive, with wall-to-wall touch screen technology displaying up- to-the minute information in 10 languages. The NYC brand was developed by Wolff Olins in 2007. See more at www.nycgo.com