Winter Wonderland

A Tourism PR Case Study

Bryant Park: How do you create interest in a public park during the coldest months of the year?

New Yorker’s are notoriously picky about where they spend their leisure time, so to create interest in Bryant Park as a winter destination, TTC positioned the space as a village for savvy urbanites. TTC touted the park’s crackling fires, skaters gliding on ice, and holiday shopping under the glow of the city’s lights to create emotional appeal. Press members were invited to winter picnics, went shopping with us, and participated in “insider” stories created for their networks. Reinforcing the positioning, TTC created advertising that cheekily turned New York stereotypes on their head, running them in the Wall Street Journal, regional print and out of home. New Yorkers responded. Earned media included coverage in print, digital and broadcast outlets including segments on Good Morning America, NBC’s New York Live and VH1’s Top 20 Countdown. The campaign yielded 600+ placements with a reach of 555 million for the 12 week campaign.