Client
Challenge
New York City usually attracts over 10 million visitors annually, including 10% from China, but the Covid-19 pandemic disrupted tourism. The city fell out of the Top 10 searched travel destinations, and Chinese travelers faced negative press and quarantine restrictions.
NYC&Co. had to reassure Chinese tourists of their safety and welcome them back to the city after other destinations had already announced their reopenings and launched campaigns targeting the Chinese and APAC market.
Approach
NYC& Co. and Trip.Com teamed up to create the “It’s Time For New York City” campaign that showcases the city’s world-class attractions. The campaign targeted Chinese and APAC travelers with high-travel intent using top social media channels (Weibo, WeChat, RED, LINE & Kakao) and programmatic advertising.
Custom audience segments were created based on browsing behavior and frequency of travel data from financial institutions. Premium ad placements, such as home page banner ads and opening screen locations, were strategically chosen to reinforce NYC as a premium destination.