http://anthonypmartinez.wordpress.com/ This assignment is based on an HBR case study. Its task was to create a communication strategy for New York City that would increase the number of tourists visiting NYC.

1. Marketing NYC
ANTHONY MARTINEZ
JULIAN SUCHMAN
LEANNE WHALING

2. MILLION
VISITORS
ANNUALLY BY 2015

3. NYC Visitors: 2005
34.7MM 6.7MM
domestic international

4. NYC Visitors: 2005
86% 16%
domestic international

5. NYC Visitors: 2015
41.9MM 8.1MM
domestic international

6. NYC Visitors
41.9MM
2015 domestic
34.7MM
2005 domestic

7. POSITIONING
STATEMENT

8. For people aged 35-54 from mid- to
high-level income households who are
looking for a metropolitan getaway
within the U.S.,

9. New York is the only
major city that offers them unsurpassed
shopping, dining, culture and history,

10. so they can enjoy all the best big city
attractions in one easy-to-reach location.

11. Ta rg e t A u d i e n c e

12. 90MM

13. 55.3MM

14. People aged 35-54

15. 18.3MM

16. Mid- to high-level income

17. Looking for a metropolitan
getaway within the U.S.

18. C o m p e t i t i ve S e t

19. major city

20. NY SF LV
Ch LA NO

21. Shopping

22. Dining

23. Culture

24. History

25. Re a s o n t o C h o o s e

26. New York is the only major city that offers
the target audience unsurpassed shopping,
dining, culture and history
MOST MICHELIN STAR 11 MOST RECOGNIZED TOP-RATED
RESTAURANTS U.S. MUSEUMS ARCHITECTURE
7 OF AMERICA’S
PROMINENT FIGURE WORLD-FAMOUS TOP 50 TOURISM
IN U.S. HISTORY SHOPPING DESTINATIONS

27. Experience the
A u d i e n c e Wa n t s

28. enjoy all the best big city
attractions in one easy-to-reach location.

30. 1.9 nights

32. POSITIONING
New York is the only major city that
offers unsurpassed shopping,
dining, culture and history in one
easy-to-reach location.
Now

33. COMMUNICATIONS
STRATEGY

34. Planning Cycle
Step 1
decide to
getaway
Step 2
Step 6 info
gathering –
return home
destination
ideas
Step 5 Step 3
research
go on
costs &
vacation
timing
Step 4
book travel

35. Planning Cycle
Step 1
decide to
getaway
Step 2
info
gathering – • 4-plus months prior to trip
destination
ideas
• Has a few destinations in mind
• Friends, family and co-workers
most influential in selecting
Step 3
• More day-dreaming / fantasy;
research time and costs not that important
costs &
timing
• Financially savvy may start saving
for trip
Step 4
book travel

36. Planning Cycle
Step 1
decide to
getaway
Step 6
• Vacation = topic of conversations return Home
• Visits with friends and family to
share stories, photos and videos
• Posts photos and videos online to
extended network
Step 5
• Inspires next set of travelers go on
vacation
Step 4
book travel

37. influencer influencer influencer

38. C r i t i ca l I n s i g h t

40. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!

41. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!
I started researching a few cities for my next trip,

42. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!
I started researching a few cities for my next trip, but
travel brochures and Web sites are so impersonal I
can’t tell which city is right for me.

44. I like exchanging ideas with my friends and
family on great new places to go and things to
do, so when I travel, I look for all the best
places to stay, shop, eat and visit.

45. I like exchanging ideas with my friends and
family on great new places to go and things to
do, so when I travel, I look for all the best
places to stay, shop, eat and visit.
Sometimes I post photos and updates about
my trips online, but I usually don’t think about
it until I get home, so I don’t always get
around to it.

46. Objective and Role
for Communications

47. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior

48. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior
Ultimate Target Not sure NYC Wow! I’ve got
Thinking “for me” to see for
myself

49. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior
Ultimate Target Not sure NYC Wow! I’ve got
Thinking “for me” to see for
myself
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Get NYC visitors to share an unsurpassed experience
Objective:
from their NYC "getaway" with friends/family members

50. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share

51. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Influencer I should tell my I have to tell my
Thinking/feeling friends/family friends/family
about this about this now

52. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Influencer I should tell my I have to tell my
Thinking/feeling friends/family friends/family
about this about this now
Amplify the influencers’ desire to share a personal
Role:
New York City experience with others.

53. B e n e f i t / P ro m i s e

54. •Nothing beats NYC for unforgettable, must-
see city experiences that you’ll want to
share with everyone
•Image to come from Leanne
Nothing beats New York City for
unforgettable, must-see city experiences
that you’ll want to share with everyone.

55. Re a s o n t o B e l i e ve

56. That’s because NYC offers
diverse cultural experiences
and top-rated attractions.

57. POSITIONING
New York is the only major city that
offers unsurpassed shopping,
dining, culture and history in one
easy-to-reach location.
brand promise
communications role
communications objective
target audience
Now

58. B ra n d Pe rs o n a l i t y

59. New York City
is like…

60. complex and versatile
serious and funny
tough exterior with a
heart of gold

61. straight-talking
genuine
established and
well respected…

62. yet not afraid to
reinvent itself

63. sometimes brilliant
often inane
just as relevant to artists and
academics as to
everyday people

64. an international
household name

65. RECOMMENDED
TACTICS

66. New York City Treks
A new way to experience NYC’s unsurpassed
attractions, providing visitors with rewards
and incentives to share their adventures

67. NYC Passport
A new way to share
and "like" things
about NYC

68. Marketing NYC
ANTHONY MARTINEZ
JULIAN SUCHMAN
LEANNE WHALING