• Enhanced visibility of New York City's luxury travel experiences in Australia and New Zealand.
• Increased bookings and interest in New York City as a premium travel destination.
• Strengthened collaboration between New York City Tourism + Conventions and Travel Associates, leveraging the expertise of Travel Associates' advisors to offer tailored luxury itineraries.
• Successful engagement through various media channels and events, promoting New York City as a top destination for luxury travellers.
After a competitive pitch, Travel Associates, a boutique luxury travel agency network, was selected by New York City Tourism + Conventions to be its official tourism campaign partner for 2024 in Australia. The campaign launched on 5 February 2024 and aims to highlight unique luxury experiences and hidden cultural gems in New York City's five boroughs, exclusively bookable through Travel Associates in Australia.
Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions, emphasised the importance of the Australian market, which is expected to contribute approximately 586,000 visitors to New York City in 2024.
The campaign will include a comprehensive content strategy and the creation of a 'Signature Itinerary' by Travel Associates, showcasing the best luxury offerings of New York City.
• NYC Tourism + Conventions supplied artwork for ads
• Conduct travel trade training and education
• Strategic event planning & logistics
To promote luxury holidays and bespoke touring experiences in the five boroughs of New York City to Australian travellers, enhancing their travel planning and booking experience through a partnership with Travel Associates.
The partnership was activated through a mix of out-of-home advertising in Sydney, Perth, and Adelaide, along with digital, print, and social media channels.
Additionally, Travel Associates and New York City Tourism + Conventions created a dedicated landing page with Signature Itineraries and NYC content and will host a series of trade and client events across Australia throughout 2024.