Commute Like A Tourist Campaign
The NYC Ferry had issues with its ridership among young New Yorkers, ranging from millennials to Gen Z’ers. This a campaign we did to make NY’s feel like they are on vacation while in the heart of the city.
Year
2024
Client
The NYC Ferry
“There’s something so romantic about taking the ferry—It’s like you’re both in the city and escaping it at the same time”
How It All Started
If you’re from New York, you know that the NYC Ferry is seldom your first choice of transportation to commute to work. We wanted to change that! Since I wanted to know more about just what made the ferry unique, I had to ride it. While being on the ferry I started to realize what New Yorkers were actually missing… THE PEACE. I was confronted with a sort of stillness and peace that the bustling subway and NY traffic filled streets don’t provide. Immediately, I came up with the idea of counteracting NY’s less attractive qualities, with the experience you’ll have on a NYC Ferry. Thus, introducing “Commute Like A Tourist”.
The Campaign
After our group came up with several NY’er stereotypes, we then started to look at how we can counteract them with attractive aspects of riding the NYC Ferry. Some of the ad titles we had were: “New York City knows traffic, but we don’t” and “New Yorkers know what it’s like to read the same bumper sticker for 2 hours. We don’t”. With the tagline being “Commute Like A Tourist” or “Commute in a Breeze”, in order to call attention to the peaceful feeling one feels on vacation. We understood that riding the ferry may be inconvenient, so we wanted to target NY’s who have never ridden the ferry before. Places like subway stations, supermarkets, and busy streets is where we would advertise the Peace that the ferry provides.
