Challenge: The Time Warner Center (TWC) would like to become an unparalleled resource and landmark attraction for cultural tourism and entertainment in New York City.
At times your marketing goal is not only to build awareness for your product or service but also to position yourself so distinctively and strongly in the market that your leverage is insurmountable.
In the case of Time Warner Center, the company wanted to increase their status as the ultimate tourist attraction in New York. Since its inception, TWC has mounted their rankings within the tourism industry not only because of its majestic height and stature but through various promotional endeavors undergone.
TWC wanted to be established as the omni-inclusive, one stop shop for cultural tourism and entertainment, while also showing the cultural significance of the revamped Columbus circle to boost overall tourism.
How can your company become somewhat of a business landmark within your industry through promotions?
Solution: Provide a compact guide that highlights your exciting characteristics.
TWC worked with Zagat to create valuable resource that would be strategically distributed in order to remain accessible year-round. The mini guide for TWC, which included its sources for nightlife, its restaurants gourmet markets, shops, services, subway maps, directions to Columbus Circle, and other attractions, was not only used as a tool for the holiday promotions, event premiums, and concierge giveaways but also was given as a handy direct mail promotional item to promote TWC.
Result: Dramatic increase in tourism
The guidebook served as the ultimate know-it-all resource for tourism in NY. TWC was laid out fondly and in details so the area became a great attraction. TWC became the unrivaled destination for dining and entertainment.
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