Last October, New York City’s tourism agency, NYC & Co. released a series of retro-styled posters by artist Remko Heemskerk highlighting areas like Long Island City (“Where Art Goes for Fresh Air”) and Dumbo (“Manhattan Looks Better From Here”).
Created in-house, the three-month “See Your City” campaign consisted of these posters (placed on bus shelters and lampposts throughout the city), as well as in-taxi videos and a microsite to call out top – and occasionally tounge-in-cheek – attractions for locals.
The original microsite showcased 10 neighborhoods, two from each of the boroughs, including Van Cortlandt Park in the Bronx, Carroll Gardens in Brooklyn, Harlem in Manhattan, Long Island City in Queens and St. George in Staten Island.
Following the success of the campaign, the agency has recently featured 10 more neighborhoods, some of which may require a quick look on hopstop for directions. You won’t find them on any New York Must Do lists, but they make New York what it is.
These areas have more history and culture than you will ever find in the middle of Times Square or at the top of the Empire State Building.
New Yorkers appreciate the subtle (and sometimes not so subtle) differences between their patchwork of neighborhoods, and they love to discover the undiscovered. This campaign caters to that desire, and I hope it continues to be successful.
Sponsored by American Express, this campaign draws visual inspiration from vintage travel posters, which is an attempt to “reframe the familiar as foreign and idealized” in an attempt to sell New York City to New Yorkers.