New York City tourism officials are hoping to arrest the annual lull in visitor numbers during the cold winter months with a new seasonal marketing campaign.
The official tourism agency NYC & Company launched the ‘Unlock NYC’ promotional campaign to showcase events and attractions that only take place in winter.
With the tagline ‘Find a Winter Less Ordinary’ it will convey a more ‘intimate and sophisticated’ approach, it said
"There are endless reasons to love New York City in every season, but something special happens when the snow falls—from Lunar New Year celebrations in Flushing and the tree-lighting in Rockefeller Center, to watching the Polar Bear Club brave the frigid waters on Coney Island," said Mayor Bill de Blasio.
"With Unlock NYC, visitors can find the hidden gems—the New Yorker’s New York—and experience our city on a budget."
The campaign will go international with presentations at World Travel Market in London.
Hotel occupancy in New York drops off by about 15% each February compared to August.
