THE ASK
Develop an idea that would help the New York Water Taxi, a service that primarily attracts tourists, appeal to native New Yorkers.
Discovery
The Problem
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The perception of the brand was that it was only for sight-seeing and special occasions - especially to New Yorkers. They felt it was gimmick-y and not made for real​ New Yorkers. They wanted to change that perception.
Insight
New Yorkers hate tourists. And the idea of doing anything even remotely "tourist-y" is an immediate turn off. Right? Absolutely! But what they hate even more than tourists is being that New Yorker who isn't in the know. Imagine being unaware of the hidden gems of the city that every other real New Yorker knows. It's a classic case of FOMO (fear of missing out).
Gameplan
Position NYWT as a different type of authentic New York City experience: like being a part of New York, without being inside New York. And with the New York Taxi, all you needed to do was try it one time to realize how amazing it really it is.
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The Concept
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Dramatize first-time experiences on the New York Water Taxi as being something so satisfying, you'd want to do it again.
CREATIVE CAMPAIGN
"Just Try It Once"
SQUAD
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Management/Strategy: Donna Dei-Baning, Dalyn Francis
MY ROLE
Market Research // Creative Strategy & Design