Imagine having a piece of different parts of the world in your backyard. This was the realization of many New Yorkers when they re-discovered the High Line.
In the midst of a city full of tourists such as New York, the locals were reluctant to visit this unique public park, placed two stories above the ground. This challenge represented a huge opportunity to position the High Line as a true destination for New Yorkers.
MAP
RESEARCH TAKEAWAYS
Go from one task to the next as fast as they can
Avoid crowded, touristy places at all cost
They are often looking for new and unique experiences during the small window of leisure time
Only approximately 31% of High Line visitors are New Yorkers
Is perceived among New Yorkers as too touristy, too far away, too repetitive
Is in constant expansion, which means it has new sections every time
INSIGHT
Living in one of the most exciting cities in the world, New Yorkers can’t stand the thought that their life has become tiring and monotone. That’s why they are constantly looking for extraordinary, new experiences that remind them they are embodying the very character of the city where they live.
STRATEGY
Objectives:
Raise Awareness
Generate interest
Change the perception of the High Line
Messages:
Recreation
Wonder
Exotism
Channels:
Word of mouth
Print Media
Broadcast Media
Social Media
NAVIGATE
BIG IDEA
Show New Yorkers there is always something new at the High Line by showcasing the different places around the world it evokes.
THE CAMPAIGN
THE WORLD ON THE WEST
If an exciting experience is what New Yorkers were craving, with The world on the West campaign they got it!
Throughout different media channels this integrated campaign will not only invite locals to the High Line, but offer them a new perspective of the emblematic, ever-changing public park.
From on-site installations to social media activations, The World on the West is truly an unexpected, unrepeated initiative so fresh that no local is going to want to miss it.
TACTICS
POSTCARD
Then we will place their picture in a postcard template and send it to them via email.
FRAME
New Yorkers will pose at the camera frame placed on key places of the High Line to take a picture that will make them seem as if they were traveling around the world.
#TheWorldOnTheWest
They will be able to use the postcard picture to generate traffic on social media using the hashtag #TheWorldOnTheWest on behalf of the campaign.
Since summer is the season where more visitors are attracted to visit the High Line, there was an amazing opportunity to do something out of the ordinary that would catch the attention of both local visitors and reporters!
STORIES OF A SAILOR
During Fleet Week, we will use the different gathering points along the High Line to host a storytelling event where sailors share their stories abroad with the audience.
SEALS
Once people have collected all the seals within their passport, they will be able to claim a free High Line swag bag at the designated stations placed throughout the High Line.
HIGH LINE PASSPORT
At every gathering point a “passport” will be handed out to the guests. Every time they seat to listen to a sailor story, they will get their passport sealed.
Of course, with this community-driven initiative, we anticipate substantial media coverage.
The World on the West will take over the streets of New York to invite locals to the High Line with these evocative 2D pieces.
HIGH LINE RADIO SPOT
And this powerful radio ad, full of life and expectation.
KPIS
Monitor and analyze changes of perception among New Yorkers conducting surveys every quarter of a year. CSAT measures should report 75% of respondents are satisfied with the High Line experience.
Analyze consumer interest monitoring website traffic weekly by measuring the session duration per consumer. Sessions should be at least 30 seconds long.
Measure consumer engagement through social listening via hashtags and mentions. During the campaign, 70% of weekly visitors should be using the hashtags we have in place.