959_Tourism-BostonOOH-v1.jpg

Taylor Swift: Global Welcome Ambassador

Taylor Swift's Welcome to New York campaign. Creative Direction: Emily Lessard.

Taylor Swift offered NYC & Company the use of first song off her 1989 album titled “Welcome to New York.” An international campaign was built around the song.

strategy 

Utilizing Taylor’s broad appeal to project NYC as welcoming and exciting, the visual treatment links to an exuberant and personal aesthetic inspired by watercolor sketches Taylor posted on Instagram. Taylor’s image was going to be everywhere promoting the album, so it was a very conscious decision to base the campaign in a bold, typographic treatment of her lyrics.

Little known fact: I did all the lettering. 

results

This campaign saw enormous press exposure with $39M in earned media value and almost 5 billion impressions, including creative featured in: The New York Times, Billboard, Huffington Post, NY Post, Associated Press, and Entertainment Weekly.

Designers: Caitlin Clingman, Jose Quinteros
Video Management and Editing: Kathleen Fox, Collin Ruffino, Thomas Perry