NEW FILM “IN THE HEIGHTS” SET TO BOOST YORK CITY TOURISM
NYC & Company has joined with Warner Bros. Pictures to announce a new partnership to promote the motion picture “In The Heights”, released in theatres and on HBO Max on June 10. It will be available on HBO Max for 31 days from release.
In the movie, In The Heights creator Lin-Manuel Miranda and the film’s director, Jon M. Chu, highlight the vibrant northern Manhattan neighbourhood of Washington Heights and spotlight the City’s immersive Latino culture. As in the Tony-winning stage musical, the story highlights the tight-knit community of Washington Heights, including likeable, magnetic bodega owner Usnavi, who imagines and sings about a different life.
“The new In The Heights film gives us a unique opportunity to authentically showcase the rich and diverse Latino communities and heritage found right here in New York City. With Washington Heights as the dynamic backdrop of the film, it’s only natural that we promote this vibrant neighbourhood. We applaud Warner Bros. Pictures on this new film release and look forward to promoting this beautiful ‘love letter’ to New York City, while inviting travellers to experience all of our city’s unique Latino cultures,” said NYC & Company President and CEO Fred Dixon.
The In The Heights content will be promoted with 10 million impressions on New York City’s outdoor LinkNYC digital screens, 1 million impressions of the promotional video on Taxi TV, 5 million impressions on digital bus shelters, promotion of the film to NYC & Company’s consumer database through social media promotion on @NYCgo and In The Heights channels.
Coinciding with the film partnership with Warner Bros. Pictures, NYC & Company has also announced a new broader and ongoing five-borough platform to spotlight Latino heritage and communities throughout NYC—The Latino Experience in NYC—at nycgo.com/TheLatinoExperience. In addition to the In The Heights content featuring Washington Heights, NYC & Company is also spotlighting businesses and visitor experiences in other neighbourhoods of the City, including Manhattan’s East Harlem neighbourhood and Brooklyn’s Bushwick neighbourhood, as well as new Culture Guides promoting Uruguayan and Peruvian culture in NYC, with itineraries in Ridgewood, Sunset Park and Corona, and a guide to Mexican culture to follow.
The new The Latino Experience in NYC content hub is also home to All In NYC: Portraits videos, which tell the stories of Latino small-business owners and community leaders across the five boroughs, including The Lit.Bar’s Noëlle Santos and The Bronx Beer Hall’s Anthony and Paul Ramirez. The hub also features content including “Summer in the Bronx: An NYC Love Story,” “Where to See Latin-American Art in NYC Museums,” “Latin-American History and Culture Sites in NYC,” “10 of NYC’s Best Latin-American Restaurants,” and more to be added on a regular, ongoing basis at nycgo.com/TheLatinoExperience.
“We are so pleased to partner with Warner Bros. Pictures on the release of In The Heights. This innovative partnership is a fantastic way for us to promote this vibrant new film while also showcasing the beauty and appeal of Washington Heights. We applaud the filmmakers and thank them for helping us amplify our city’s Latino culture so authentically. We are also very excited to magnify the diverse and rich Latino heritage of our city through the launch of our new The Latino Experience in NYC on NYCgo.com,” said NYC & Company Chief Marketing Officer Nancy Mammana.
The New York City metropolitan area is home to 4.8 million Latinos, the second largest metropolitan area concentration of Latinos in the country.
Meanwhile, New York City is expected to welcome 238,000 Mexican travellers this year, almost half of the record 2019 visitation levels.
On May 27, 2021 in Mexico City, NYC & Company hosted its first in-person media engagement since the beginning of the Covid-19 pandemic: an intimate breakfast event themed “NYC Reawakens” (“El Despertar de NYC.”).
“As New York City reawakens and we welcome a multitude of new openings and developments, it is gratifying to be back in Mexico, reminding media and travelers of all the world-class tourism and hospitality businesses, attractions, and unique neighborhood experiences that make a visit to NYC so special. We greatly look forward to safely welcoming Mexican visitors back to the five boroughs, this year and beyond,” said Chris Heywood, Executive Vice President, Global Communications.
NYC destination highlights this year include new infrastructure upgrades across airports, train stations, the newly-expanded Javits convention center and more; hotels; arts, culture and performing arts; attractions; dining; shopping and more. NYC & Company recently released 10 Ways to Experience What’s New in NYC in 2021, spotlighting new things for New Yorkers, visitors and meeting delegates to safely enjoy in the five boroughs. Next month, the organisation will also launch a new USD $30 million marketing campaign for tourism recovery.
Movie website: http://www.intheheights-movie.net/