- YOU'RE NOT A NEW YORKER TILL YOU'VE BEEN
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KEY RESEARCH FACTS
CHALLENGE
ESB is an iconic building in New York. It has become a must-see spot for tourists, which has led to the lack of New York residential visitors. Even though New Yorkers have passed by the building and seen it from a distance throughout their lives, they never take the time to actually visit the building.
INSIGHT
New Yorkers have lived in the city their entire life but have never visited the building due to tourists. Either way, they see the building from a distance wherever they are.
STRATEGY
Our strategy was to attract New Yorkers with sarcastic and humorous language using print, experiential, and video.
2.3M
VISITORS IN 2015
AMERICANS ARE FREELANCERS
54M
39%
MORE LIKELY TO WORK OUT
IDEA: YOU'RE NOT A NEW YORKER 'TILL YOU'VE BEEN
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TARGET SEGMENTS​
- NEW YORKERS, BORN AND RAISED
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Male 70% Female 30%
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Single 40%, married 60%
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Bachelor degree +
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$50,000+
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Management, financial operations, technical, construction
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Heavy users of web
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Stay healthy and active
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Value time efficiency
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Busy
SOLUTION
INVOLVEMENT
PURCHASE
RELATIONSHIP
TV AD
EXPERIENTIAL
We created a board with the tagline "You're not a New Yorker 'til you've been" New Yorkers walking by on the subway station could fill in the blank lines to finish the sentence.