To direct traffic to their New York destination page, dealchecker were keen to produce a creative campaign that portrayed the city in a different light, and inspired their audience to research and book spring NYC getaways. The piece was to include sharable, standalone assets, as well as forming an editorial piece to be hosted on dealchecker’s blog.
As arguably the most famous city in the world, content about New York is not at all hard to find. Therefore, any campaign we produced would have to stand-out next to such existing pieces. To overcome this problem, we elected to focus on the areas of the city that rarely feature in the average city break, but have a lot to offer – New York’s four boroughs other than Manhattan. To highlight the features and attractions of each, we produced a written guide for both a 24 and 48 hour visit to each, as well as shareable maps with each route plotted out, each stylised and using a different colour scheme so as to be differentiated.