NYC & Company, New York City’s official destination marketing organization, today announced a new partnership with 20th Century Fox Film on a holiday campaign titled The Greatest New York City in support of the global release of The Greatest Showman film on December 20, 2017. Inspiring travel to New York City, the campaign showcases extraordinary experiences in NYC during the holiday season when the City puts on its greatest show, from the festive Fifth Avenue department store windows in Midtown Manhattan to the world’s largest gingerbread display at the New York Hall of Science in Queens. Live now on NYCgo.com, content from The Greatest NYC campaign includes an exclusive video with cast and crew from The Greatest Showman expressing their affection for NYC.
“New York City serves as an inspirational backdrop to all those who live or visit here, just as it was over a century ago when it was the creative platform for legendary showman P.T. Barnum,” said Fred Dixon, president and CEO of NYC & Company. “To partner with 20th Century Fox Film on a movie inspired by Barnum’s NYC story has been a privilege for us, and we invite our travellers to be equally inspired by The Greatest NYC this holiday season across all five boroughs, from the icons to the local neighbourhood gems.”
The Greatest NYC campaign features advertisements throughout the five boroughs, including street pole banners, bus shelters and LinkNYC screens, with creative that cross-promotes the film and NYC travel content on NYCgo.com. Website content includes an exclusive video with cast and crew from the film, editorial articles on the holidays in NYC, a photo gallery of department store holiday windows, a gift guide and more. Social media on @nycgo Facebook and Instagram will also feature The Greatest NYC content.
“What better partner than NYC & Company, New York City’s official destination marketing organization, to help celebrate the release of The Greatest Showman. NYC is practically another character in the film. Indeed, only in NYC could the amazing story of The Greatest Showman come to life. We are so excited to be working on a campaign with NYC & Company to bring The Greatest NYC to people everywhere,” said Zachary Eller, executive vice president, Marketing Partnerships, 20th Century Fox Film.
The Greatest Showman was shot in New York City, including Brooklyn’s Steiner Studios, Brooklyn Academy of Music and Brooklyn Armory. The movie was inspired by the life and imagination of P.T. Barnum, who lived and worked in New York City in the mid-1800s, and the City was where his work in show business came to life. The film stars Hugh Jackman, Zac Efron, Michelle Williams, Rebecca Ferguson and Zendaya, and features original songs by Benj Pasek and Justin Paul. The film hits theatres worldwide on December 20, 2017.
The holiday season is one of the greatest times of the year to experience New York City. The season began in late November with the annual Macy’s Thanksgiving Day Parade and the iconic Christmas Tree lighting ceremony at Rockefeller Center. Additional activities during the season include department store windows, artisanal markets and various events at cultural institutions, and concludes by welcoming in the New Year with fireworks at Prospect Park in Brooklyn and, of course, the New Year’s Eve ball drop in Times Square.
To further celebrate the release of The Greatest Showman and The Greatest New York City campaign, The Greatest Week kicks off today in New York City with a series of fun, fan-centric activities. Visit nycgo.com/holiday for full details.
The Greatest Showman and 20th Century Fox Film will be honoured at the NYC & Company Foundation’s annual Visionaries & Voices Gala taking place December 18, 2017, in New York City. The NYC & Company Foundation supports NYC’s cultural institutions and their effort to communicate diversity and excitement of the arts for New York City. The Visionaries & Voices Gala celebrates iconic individuals and institutions that embody the vibrancy and vitality of New York City.
NYC & Company has previously partnered on film tourism campaigns with major box office films and movie studios, including Warner Brothers’ Fantastic Beasts and Where To Find Them in 2016 and Columbia Pictures’ Spider-Man 3 in 2007.
For more on The Greatest New York City and NYC holiday activities, visit nycgo.com/holiday.