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We♥️NYC
The Client
Total Wild Posting® impressions
Number of Wild Posting® creatives
Campaign length
You’ve seen it before–the cute little insignia that says “I❤️NY,” signifying New Yorkers’ devotion to their home and tourists’ special affection for the Big Apple. It’s been around since 1977, and it became pretty iconic.
Fast-forward a few decades, and it was time for a makeover. We❤️NYC launched in 2023, funded by members of the Partnership for New York, a nonprofit that uses private sector resources and expertise to advance New York City’s standing and reputation.
NYC faced many well-documented challenges in the post-pandemic era. The We❤️NYC campaign offered a way to say “WE” will get through this together and that New York City still remains the greatest city in the world.
The client wanted to celebrate ordinary New Yorkers doing extraordinary things, encouraging all New Yorkers to help their communities through civic action and community engagement. The goal was to raise awareness of the updated “We NYC” slogan post-COVID, getting maximum exposure in a post-COVID world.
We had to print an abnormally high number of creative designs (27), many of which were submitted late. That led to a very tight lead time. In fact, our printer couldn’t ship all of the posters in time, so we started the campaign with the first portion of creatives, then completed the posting in the days that followed when the final creatives arrived.
This was a great example of a client who knew what it wanted. We♥️NYC was set on Wild Posting® from the start, so we made a plan that best fit its budget and awareness priorities. The campaign goal was clearly laid out: awareness.
Wild Posting® is an excellent format for general awareness, and the client expressed a desire to saturate NYC, so this solution made sense. We wanted locals to see the campaign not just once but multiple times throughout their daily routines over the course of six weeks, and this campaign achieved that aim.
We♥️NYC invited local NYC artists to submit their work to be featured in the campaign. Each of the 27 posters featured a winner. Many of those artists visited their poster locations to snap pictures and post them on their social accounts. The client was also tagged by dozens of organizations across the city who posted the campaign on their own socials.
Wild Posting is a general targeting format, so we left it up to the installers to select the sites during installation in all areas across Manhattan and Brooklyn. We trust them to put our posters up in visible areas, popular neighborhoods and the like. We also instructed the vendor to scatter the 27 creatives equally so that all of them could be seen by New Yorkers and the posters’ respective artists.
The six-week campaign in two boroughs generated an incredible 72 million impressions.
Gino Sesto, Founder & CEO, DASH TWO
We♥️NYC came to the right place for this campaign.
We specialize in guerilla advertising, and Wild Posting® campaigns are our bread and butter. We understand the format and employ reliable street teams to carry out all our campaigns transparently, on time, efficiently and expertly. We♥️NYC could trust we would provide good service each and every time.
Digital and Outdoor Advertising Agency. Expertise in the science of digital and the art of the outdoor.
214 S. Locust St. #200
Inglewood, CA 90301
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