See Your City was created to engage locals to get out and explore beyond their block and inspire visitors to see what’s trending in NYC as they plan their visit. The campaign tapped into the FOMO feeling and pure pride that locals have for NYC. Created as a social-first content strategy and innovative influencer program (#SeeYourCity), inspiring New Yorkers to share their favorite images across the City. The campaign generated over 7 million engagements on instagram and snapchat and the hashtag use to date has exceeded more than 800,000 Instagram posts. American Express supported the initiative to incentivize locals to explore neighborhoods and restaurants across the five boroughs. To put a spotlight on the NYC dining scene, a strategic alliance with James Beard foundation was created to bring together top chefs and influencers for one-on-one guided tours of their favorite NYC locations, developed for a content series for #SeeYourCity.
Creative: NYC & Company