NYC & Company unveils fall television spot, “lights up,” to boost visitation to the five boroughs this autumn

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“Lights Up,” the Second Iteration of the It’s Time for New York City^TM Television and Digital Spots, Highlights the Joyous Return of Broadway, Performing Arts and Culture Across New York City’s Five Boroughs—

New York City (October 4, 2021) – NYC & Company—the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City—launched “Lights Up,” a new :30 television spot and :15 digital and social spot promoting New York City’s vibrancy during the 2021 fall season and driving urgency to visit the five boroughs now. “Lights Up”—the second iteration of television and digital spots for the It’s Time for New York City tourism recovery campaign, supported by an investment of $30 million by Mayor Bill de Blasio and secured through American Rescue Plan funds championed by US Senate Majority Leader Charles Schumer—focuses on the much-anticipated return of Broadway, performing arts and culture. The spot will air across over 50 national cable networks; in the New York designated market area; and via digital and social media platforms throughout the US through October 31. By year’s end, NYC expects to recapture more than half of its 2019 record tourism levels by welcoming an estimated 36.1 million visitors. As NYC continues to recover, visitation has been steadily increasing, with hotel demand reaching 544,044 room nights sold for the week ending September 25, the highest level since the pandemic began.

“The fall season is a pivotal moment to highlight the much-anticipated return of New York City’s unrivaled Broadway theaters, performing arts venues and cultural organizations,” said NYC & Company President and CEO Fred Dixon. “We’re utilizing real-time footage of NYC’s five-borough cultural reawakening to tug at the heartstrings of visitors near and far, and drive home the message that ‘It’s Time for New York City’ now.”

The :30 “Lights Up” television spot will air across over 50 national cable networks, and in the New York designated market area (DMA) on: CBS 2, NBC 4, FOX 5, ABC 7, WPIX 11, NY1 and News12. The :15 “Lights Up” spot will run across digital and social media platforms throughout the US, underscoring the excitement of the official return of Broadway, performing arts and culture across all five boroughs. The spot—directed by Queens native Allie Avital and produced by Brooklyn-based creative agency PUNCH Projects, with media planning and strategy by Universal McCann—will air through October 31, driving urgency to visit NYC this fall. The spot features talent including Tony Award–winning actors Ben Vereen and Brian Stokes Mitchell, Chromeo, Jocelyn Chia and the Paul Taylor Dance Company, and locations including Golden Theatre, Carolines on Broadway, Lotte New York Palace, Brooklyn Museum, Museum of the Moving Image, New York Botanical Garden, St. George Theatre and Times Square.

Further information in the press release to download