Mamana explains tourism retargeting and November campaign

After the summer of the Knicks, I feel like that's a good sales pitch to end the cup to get those businesses to move.

Similarly for NYC tourism, how do we, as a city, plan to capitalize on the momentum from the cup where we had a lot of international travelers, particularly in the context of tourism?

Broad concerns about international travel, particularly from Canada.

So how are we going to keep moving the ball forward for NYC tourism?

Yeah, thank you for the question.

The first piece is the million dollars that we spent on the programmatic media that I mentioned earlier.

The byproduct of that is a pool of data that we can then retarget.

So the folks that saw our media, we can then retarget for the future.

So for the next one to two years, we're going to continue targeting those folks and focusing our ads on them because they already showed interest in New York City.

So whether they came or they

It just showed interest in the creative.

That's a longer tail for that investment that we will leverage for the next one to two years.

I would also say the organic content that happened on social media from visitors, we did not.

Plant them.

We did not pay for it, but I'm sure you all saw, not just in New York, but for all the U.S.

Host cities, an incredibly positive wave of emotion toward the surprising experiences they had here and how friendly people were and how great the food was, etc.

So we will have a new campaign launching in November that leverages that positivity and energy.

We want to tap into a very unique moment that has happened here, and maybe we did not expect it going into the World Cup.

We were really facing declines in international visitation across the board.

So while we may have been fairly flat,

We did see great intent to visit from the media and the content we produced toward the boroughs.

So we're taking that and we're going to keep moving forward with that because we saw results from the NBC and Telemundo content that we did and all of our social content.

Again, we really focus on the cultural communities associated with the teams playing here.

And that's where we saw our wins.

There are certain geopolitical issues that we're not going to solve by marketing.

But because of the encouraging dispersion we saw and the awareness of our local neighborhoods, I mentioned St.

George, Astoria, Mott Haven.

This is what we focused on in our NBC and Telemundo content.

We know there's interest, so we're going to just continue the effort.

And I think all of that got us to, and the next certainly started us off.

The parade was June 18th, so it really did not overlap completely.

So I think we can really attribute the energy of the World Cup and the fandom that took us away from the sort of political dialogue that was going on previously.

So we know that travelers enjoyed their stay, and we're going to be continuing to leverage that in the next campaign.