New York City signs Travel Associates as sole campaign partner

New partnership to promote one-of-a-kind luxury holidays and experiences in NYC

In a significant coup for Flight Centre Travel Group’s luxury retail agency, Travel Associates has successfully pitched to become the “Official Tourism Campaign Partner” in Australia for New York City Tourism + Conventions in 2024.

This initiative is the first of its kind, at this scale, for Travel Associates. The boutique agency has collaborated with many other destinations in the past on smaller-scale campaigns, however the 12-month-long venture with New York City Tourism + Conventions breaks new ground for the FCTG brand. It could also pave the way for similar future opportunities.

Launching this week, the partnership will promote one-of-a-kind luxury holidays and bespoke touring experiences in New York City. These will only be bookable via Travel Associates’ network of expert travel advisors in Australia and New Zealand.

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The partnership will also be activated with a unique content strategy, honing in on luxury experiences and hidden cultural activities spread throughout the Big Apple’s five boroughs.

“We are so pleased to launch our global tourism campaign in Australia – a market representing an estimated 586,000 visitors to New York City this year,” Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions said: “NYC is home to a multitude of unique luxury experiences, which we look forward to showcasing to Australian travellers alongside Travel Associates and their expert advisors.”

Travel Associates will also design one of its exclusive ‘Signature Itineraries’ in New York City, in line with the brand’s collection of curated Signature Itineraries that feature the ‘best of the best’ tourism products globally.

'Luxury Stay' options listed on Travel Associates' dedicated NYC webpage

In addition, Travel Associates and New York City will host a series of trade and client events across Australia throughout 2024.

Rachel Kingswell, General Manager of Travel Associates AU/NZ said: “This is a fabulous opportunity for our business. Our entire advisor network is excited to be part of this New York City campaign for 2024 and share more luxury hidden gems with their clients.”

“We are also very proud to be the exclusive partner, hand-chosen by New York City Tourism + Conventions for our luxury expertise and expansive client offering.”

“There’s no doubt that we’ve experienced a surge in interest and bookings for New York City over the past 18 months, and it’s our genuine belief that no other network has the expertise to support discerning Australian and New Zealand travellers realise their dream luxury Big Apple holiday,” Kingswell added.

“Our advisors love the diversity on offer in New York City and our completely tailored approach to itinerary design, centred around what is trending in high-end New York City stays and experiences, is the perfect complement to this incredible city.”

The partnership will launch this month and will be seen across out-of-home in Sydney, Perth and Adelaide, as well as digital, print and social media channels.

Screen grab of Travel Associates' brief on New York City's five boroughs
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