New York City Tourism + Conventions has selected boutique travel agency network Travel Associates for its 2024 global tourism campaign in Australia and New Zealand.
The partnership will promote luxury holidays and bespoke touring experiences in New York City and will only be bookable via the Travel Associates expert advisor network.
The partnership, which was won through a competitive pitching process, will be activated through a unique content strategy, shining a spotlight on luxury experiences and hidden cultural gems spread throughout the famed city's five boroughs.
The content, curated by a professional travel editor, is sourced directly from Travel Associates' advisors, who are able to open their personal 'Little Black Book' to offer everything from their favourite secret locations, best experiences, neighbourhood cafes, and cocktail bars.
Nancy Mammana, CMO of New York City Tourism + Conventions, says the company is pleased to launch its global tourism campaign in Australia – a market representing an estimated 586,000 visitors to New York City this year.
"NYC is home to a multitude of unique luxury experiences, which we look forward to showcasing to Australian travellers alongside Travel Associates and their expert advisors," she says.
Travel Associates will also design one of its ‘Signature Itineraries’ in New York City, in line with the brand’s collection of carefully curated Signature Itineraries that feature the best of the best tourism products globally.
Travel Associates and New York City will also host a series of trade and client events across Australia throughout 2024.
Rachel Kingswell, GM of Travel Associates AU/NZ, says there's no doubt that there's been a surge in interest and bookings for New York City over the past 18 months.
"And it’s our genuine belief that no other network has the expertise to support discerning Australian and New Zealand travellers realise their dream luxury Big Apple holiday," says Kingswell.
“Our advisors love the diversity on offer in New York City and our completely tailored approach to itinerary design, centred around what is trending in high-end New York City stays and experiences, is the perfect complement to this incredible city.”
The partnership will launch this month and will be seen across out-of-home in Sydney, Perth and Adelaide, as well as digital, print and social media channels.
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