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The Lower Manhattan Development Corporation
(LMDC) and September 11th Fund appointed DCI as
the Project Management and Advertising agency to
re-establish Chinatown as a top New York City
tourist destination, and attract new visitors.
Bypassing the stereotypical (and potentially negative)
aspects of Chinatown, DCI’s fresh positioning for the
community targeted a younger demographic to reignite interest in the area. Chinatown was marketed as a hip, dynamic neighborhood, a crossroads for both the traditional Asian and modern pop cultures.
This collision of the classic and the contemporary
fueled a multi-million dollar tourism marketing
program, comprising a national PR effort – complete
with vivid collateral – and a high-profile advertising
campaign utilizing major print publications, outdoor,
broadcast and subways.
REAL RESULTS
With the recent opening of a Chinatown tourism
information center and major corporate interest in
sponsoring local parades and festivals, Chinatown is
hot again. Local businesses are also warming to the
news that consumers are spending more money in
the community.
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T: 212 660 6785