Mark Byrnes is a senior associate editor at CityLab who writes about design and architecture.
A new campaign wants to lure New Yorkers to explore neighborhoods in their own city.
Who's not visiting New York enough? According to the city's tourism group, New Yorkers.
At least that's what NYC & Company's latest ad campaign, "See Your City," seems to be saying. Nostalgic designs oozing with the romance of midcentury travel will appear on local bus shelters and light poles until the end of the year. But instead of pushing the Pan Am to Havana, it's the subway to Van Cortlandt park.
With a record 54.3 million tourists last year, New York surely has enough out-of-towners posing with scary Elmos and buying too many M&M's. But since a trip to Jackson Heights or Long Island City isn't usually a high priority for tourists, the campaign instead targets locals open to visiting a new neighborhood or borough. “We want to give New Yorkers a new perspective on the five boroughs," Fred Dixon, president and CEO of NYC & Company said in a press release. "Start thinking of the more than 250 New York City neighborhoods as 250 opportunities to travel.”
In print and online, the campaign promotes 10 different destinations, including Arthur Avenue in the Bronx, Carroll Gardens in Brooklyn, and the Staten Island Greenbelt. The travel posters (which aren't for sale) are limited to DUMBO, Harlem, Long Island City, St. George, and Van Cortlandt Park:
Funny, New York does look a little better from here.