THE GETAWAY NOT FAR AWAY
DISCLAIMER: this is a student project from BIC Master Degree Program
Governors Island is filled with green spaces, art installations, food & drinks, recreational activities, and historical buildings - not to mention breathtaking views of Manhattan - and still, New Yorkers refrain from visiting it.
They underestimate Governors Island, glazing at Manhattan's skyline from already popular - and overestimated - rooftop clubs and restaurants or parks in Astoria and Brooklyn.
We decided to frame Governors Island by the paradisiac feel that it is to have Manhattan's breathtaking skyline view from a place filled with attractions meant for your relaxation - and all of that within a 8 minutes commute.
We created a series of printed ads, framing New Yorker’s preferred view from a paradisiac and relaxed perspective once they’re in Governors Island.
Radio Spots were made available for Spotify and Deezer:
As our PR initiative, we invited NYC based journalists and bloggers focused on lifestyle and traveling - Time Out, Gothamist, Thrillist, NY Bucket List, Secret NYC, Discover NY, Liz Eswein (@newyorkcity), Sai De Silva (@scoutthecity) and Laura Perucchi (@laura_peruchi), for an exclusive experience to celebrate the first weekend of Summer Season in 2019.
It all started at the ferry, which was adorned with tropical flowers. Upon arrival at Governors Island, they were handed a refreshing drink, welcomed by a special announcement from NYC Mayor Bill De Blasio. Finally, the guests were headed into a luau inspired lunch, followed by a guided tour through the Island, showing all attractions available for the season.
We also gave them a limited edition Metrocard in partnership with the MTA. The edition was also released for New Yorkers, with a total of 250,000 copies printed and made available at Port Authority, Grand Central, 59th Street, Fulton Street and South Ferry Stations.
Carmela Vecchione - Art Direction
Nicole Marie Alexander - Strategy & Copy