New York City Tourism + Conventions: Amplifying New York's Neighborhoods through “NYC Local Legends”

Social Impact Framework: Community Representation and Engagement

What was the issue you were trying to address?

As inbound travel and tourism to New York City began to rebound from the pandemic, New York City Tourism + Conventions affirmed our organization's role to both inspire visitation and help spread the economic benefits of a healthy tourism economy across our five boroughs. That means promoting NYC's traditional tourism corridors and encouraging visitors to explore beyond them to support local businesses. Particularly, we wanted to better support businesses those that are women and minority-owned, and in areas of the city hit hardest by the pandemic. 

What were the stated objectives of this initiative?

We created NYC Local Legends, a digital-first film campaign comprising five separate films. NYC Legends focuses on a range of local offerings, including restaurants, shops, attractions and more, presented through the perspectives of longtime New Yorkers. The object was to invite visitors to explore these neighborhoods and businesses.

Watch New York Legends here. 

What were the specific metrics you used to measure the success of your efforts?

We used video views and engagements to measure success. These metrics would inevitably drive visitors into neighborhoods across our five boroughs and support small business visitation. 

What were the specific outcomes and results of your efforts?

As of 2024, NYC Local Legends has received over 140 million video views and impressions across platforms, and the Mott Haven and Washington Heights episodes won NYC Emmy Awards. 

What other best practices or key lessons can you share?

It was important to connect with community leaders in these neighborhoods to share authentic stories that were truly representative of their areas.