New York x San Francisco Holiday Campaign

The Situation

Millions of people dream of visiting New York City and San Francisco. Seizing the opportunity to inspire Chinese visitors to travel during Lunar New Year, New York and San Francisco decided to create the perfect bi-coastal trip. The Chinese market is one of the most critical regions for both cities, and by uniting their aspirational images, the brands were able to create a cohesive partnership that benefited both parties in attracting a key audience.

The Solution

The two cities launched a dynamic campaign on Chinese social media and booking platforms, with additional support from partners like United Airlines, Hilton Hotels, BrandUSA, and CityPASS in the fall of 2019. Together, the partners showed travelers that they could experience the best that America has to offer within the week-long holiday.

The campaign ran on China’s largest OTA platform, Ctrip, marking it the first-ever coast-to-coast collaboration of its kind between two major US cities targeting Chinese travelers.

The Creative

NYCxSFHolidayCampaign.png

The Results

  • 43.64 million advertising impressions

  • 1,246,000+ clicks (2.86% click-through rate)

  • 47,500+ room nights (20%+ year-over-year increase in total room nights across both destinations)

  • 2,400+ in United Airlines PAX sales

Dan RosenbaumChina, Digital MarketingComment