New York City is looking for marketing partners.
NYC’s marketing team is actively trying to form more corporate partnerships, specifically with beverage companies, wireless providers, overnight delivery services and retailers, Joe Perello, NYC’s first CMO, told a group attending a breakfast presented Tuesday by The Advertising Club.
The city formed an exclusive partnership with Snapple last year to provide beverages to city schools.
“We need relevant partners like Snapple talking about NYC outside of NYC,” Perello said. “This is a new way to communicate with consumers around the globe, [and by doing so] we become more authentic and relevant and we stand out in the marketplace.”
Perello’s global marketing plan is set to start by the end of this year, and he hopes to have three to four partners on board by then.
“We know the kinds of brands we want to be associated with,” Perello said. “We will also establish non-exclusive partnerships, for example with broadcasters, in the future.”
“Over 35 million visitors come to the city each year—our goal is to have 40 million tourists by 2008,” he said.
Currently NYC’s marketing department consists of 12 employees; Perello expects that number to grow to 20 over the next six months.
Wolff Olins, New York, handles branding along with NYC’s marketing team.
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