Kids’ favourite Dora the Explorer is returning as the official New York City Family Ambassador to spearhead the big Apple’s first bilingual tourism campaign.
During a year-long campaign, Dora will head a marketing push with English and Spanish content showcasing activities and attractions in the city’s five boroughs aimed at families.
It will include social media engagement, TV ads running in New York taxicabs; and digital media targeting Spanish-speaking markets.
An ‘Explore NYC with Dora’ activity book will be distributed to hotels and tourist attractions later this summer.
According to tourism marketing agency NYC & Company an estimated 17.2 million family visitors came to New York last year, with Spanish the primary language for about 14% of these travelers.
It said family visitation has grown more than 30% since the Family Ambassador program began in 2009.
Dora was also the face of the 2010 campaign, while other characters used include Curious George, The Muppets and the Smurfs.
