A video-first brand campaign proposal for NYC & Company's New York City Brand Revitalization Campaign.

Situation

The pandemic has fuelled a glut of cookie-cutter marcom messaging, so much so that "Every Covid-19 Commercial is Exactly the Same".

Problem

NYC & Company’s video-first brand campaign is likely to find itself having to contend with two fundamental challenges:

1. A cluttered marcom environment comprising mostly messaging centered around post-lockdown platitudes.
2. Prospects fatigued by advertising that ‘not only embodies an overall “We’re all in this together” vibe, but also covers one or a combination of three different categories: Action, Information, and Support’; in other words, the “we’re doing something” ad, the “we thought you should know” ad, and the “we’re here for you” ad.
   

Solution

Turn the spotlight on the primary prospect and their emotions and feelings for New York City.

Approach

A :30 TV spot, “Sing for New York City”, that asks primary prospects to record themselves singing for New York City and share their video(s) via social media.

Storyboard

“Sing for New York City”

VOICE-OVER: None. | SFX: Something similar to https://www.youtube.com/watch?v=KlyhxqoObMY. | NOTE: While the
first six SUPERS stay on-screen for 4 seconds each, the final one stays on-screen a full 6 seconds.

Radio

The TV spot copy will also be used for radio (:30) and OOH.

VOICE-OVER: Middle-aged female. | SFX: Same as the one in the TV spot.

If words can't express how you feel, then sing.
Sing for what was.
Sing for what is.
Sing for what you hope will be.
Sing.
Sing for New York City.
Visit SingForNYC.NYCGo.com, tweet @SingForNYC or call one-eight-hundred-sing-n-y-c.

OOH

Copyright © Benedict Paul