Drove record-breaking 50 million Visitors to NYC
Problem
In 2006, New York City's tourism had stalled following 9/11, with approximately 43.8 million visitors. Mayor Mike Bloomberg set a bold target for his nonprofit tourism and marketing team, NYC & Company: to bring 50 million visitors to the city by 2015 and create a new image of NYC as a safe, affordable, and welcoming destination.
Solution
As Chief Communications Officer for NYC & Company, Kimberly Spell led her team to a transformative solution. She spearheaded the creation of 18 public affairs offices covering 22 markets, along with campaigns and advertising efforts in key international regions, focusing on both cultural and philanthropic events that resonated globally. A key aspect of the strategy was helping to put together marketing partnerships with major brands like Sony, Sesame Street, and Disney Cruises. Kimberly’s team promoted these partnerships, generating millions of dollars for the nonprofit while raising the visibility of New York City. Additionally, over 12 city-to-city partnerships throughout Europe, Asia, and South America played a crucial role in expanding the city’s international reach.
Notable initiatives, such as the Family Ambassador Program, were designed to make the city more accessible and appealing to diverse audiences, particularly international visitors. Kimberly's oversight of 18 international press offices played a crucial role in securing top-tier national and international media coverage, ensuring global awareness of New York City’s rejuvenation efforts.
Results
Kimberly and her team's tactical efforts culminated in a record-breaking 50 million visitors in 2011, four years ahead of the original target. This success not only established New York City as a premier global destination but also solidified its new image as a safe, affordable, and welcoming place to visit. Through effective communication, innovative programs, and powerful partnerships, NYC was able to increase its market share by 25% and, for the first time ever, outpaced Orlando as the top US destination.