Not everyone thinks of NYC as a family destination. To help overcome this perception, a strategy was developed to partner with top global family brands and have their characters share with their fans why they love NYC. Who wouldn’t trust Miss Piggy! The Family Ambassador program included multi-year partnerships with The Teenage Mutant Ninja Turtles, The Muppets, Where’s Waldo and Dora the Explorer.
To reach families year-round, the campaigns leveraged national OOH, airport signage, international TV and sweepstakes, railroad signage, and activations with the characters partnering with cultural organizations.
