NYC & Company double-taps Instagram press account

New York City's standalone marketing agency has rolled out an Instagram account for members of the press.

NEW YORK: NYC & Company, New York City’s marketing, tourism, and partnership agency, has launched an Instagram account specifically for the media that it is calling "the first of its kind among US destination marketing organizations."

The account features images of New York City Restaurant Week and Broadway Week, as well as glimpses inside hotels and local businesses across boroughs. Some display the NYC & Company logo.

"We thought there was a need to better communicate and expand our reach using Instagram," said Christopher Heywood, SVP of global communications for the group. "It’s going to be an important tool to engage with stakeholders, more from a corporate communications standpoint."

He added that the account will promote a range of messages and products. For instance, next week, it will feature images from ITB Berlin, an international trade show.

Heywood explained that the organization’s goal is to "bring to life, visually, our story a little bit better." He noted that the group also has the @nycgo_press Twitter account, which has more than 6,100 followers, but adding another medium will allow it to "cross-pollinate" with both its b-to-b and international accounts.

The organization also realized it needed to be on a photography-based platform when it saw Instagram was not only gaining on but surpassing Twitter in terms of followers.

"In order to be relevant, we also need to be on this channel," he said, noting that the account specifically targets travel, lifestyle, and local news reporters, as well as other travel and tourism stakeholders.

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