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NYC Family Ambassador

New York City family ambassador program, including campaigns for Curious George and Dora the Explorer. Creative Direction: Emily Lessard.

challenge

Families account for 30% of visitation to New York City every year. How can you communicate with them directly to share the message that NYC is a family-friendly destination?

strategy

The NYC & Company family ambassador program is in it's 7th year. I've served as Design Director for the Curious George partnership and Creative Director for the Dora the Explorer partnership.

For the Dora campaign, we created something new: a printed "passport" given out to children in NYC hotels. The free 28-page booklet includes maps, games, and kid-friendly information about New York City. The last 6 pages are for NYC stickers and stamps—just like a regular passport. We created custom Dora stickers that are given out at NYC cultural institutions for these pages.

results 

This is the first bilingual campaign done for the family ambassador program. The printed passports are a huge success—the first run was given away within two months of launch.

Designers: Caitlin Clingman, Sara Duell, Jose Quinteros, Noah Venezia
Writers: Flavio Alvarez, Stephanie Hu, Sophie Roberts