(TAN): NYC & Company and Marketing Manchester, the official tourism boards for New York City, United States and Manchester, United Kingdom respectively, have signed a deal to boost tourism opportunities between the two destinations, reports said.
The new city-to-city tourism collaboration agreement, the first ever between the two cities, will be a two-year contract that includes sharing of best practices in tourism marketing, and partnering with British airline Virgin Atlantic to stimulate reciprocal travel, as per reports.
Marketing Manchester Managing Director Sheona Southern, who was joined by NYC & Company President and Chief Executive Officer, Fred Dixon and Virgin Atlantic’s Head of Brand Strategy and Campaigns, Hai Bei Chen for the announcement and signing ceremony, reportedly said the partnership was a huge and “well-timed” feat.
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“I’m incredibly proud that Marketing Manchester has been able to secure what is undoubtedly a very powerful partnership with NYC & Company. New York City is one of the top tourism destinations in the world and to be able to align ourselves with a city that we have so much in common with – especially in respect to being open, diverse and welcome destinations – is a huge coup and speaks volumes about Manchester’s increasing global profile,” Southern was quoted by Travel Pulse as saying.
“Marketing Manchester has been delivering strategic and tactical marketing in the USA for many years and this formal partnership – based on an agreement to share insights and intelligence, connections and collaboration opportunities and access to media infrastructure – is particularly well-timed as we look to develop closer links with the country’s key cities like New York, which is served daily by Virgin Atlantic and other carriers with non-stop flights to/from Manchester Airport,” she added.
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According to reports, the alliance, which makes Manchester the first and only non-capital city to have an agreement with NYC & Company, will involve working together on several marketing plans including strategy around arts and culture, sports, and LGBTQ+ travel. The collaboration comes as the British carrier reportedly ups services between the two cities by over 65%.
Under the partnership, New York City and Manchester will exchange marketing assets valued at USD 500,000 in each destination, with New York City using digital billboards on Manchester’s main roads and Transport for Greater Manchester, while Manchester will have bus shelters and Link NYC digital screens throughout New York City to promote the city, as per reports.
Dixon reportedly said NYC & Company looked forward to hosting more tourists at the destinations.
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“It’s a pleasure to announce our newest tourism marketing partnership with one of the United Kingdom’s most important Northern England cities. Both destinations are capitals of diversity and iconic hubs of arts & culture, sports and media,” he was quoted by Manchester Evening News as saying.
“We believe there is outstanding potential to further develop joint tourism opportunities between Manchester and New York City. We look forward to collaborating with Marketing Manchester, Manchester Airport and Virgin Atlantic to further solidify this new alliance and in so doing, welcome more visitors to our welcoming urban destinations,” he added.
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