Group Black builds brand awareness for NYC & Company and inspires black travelers to experience NYC

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The ask

Drive awareness to The Black Experience in NYC platform and inspire Black Travelers to book a trip to NYC through custom content.

The execution

Group Black and our media partners leveraged trusted Black travel creators and  publications to help NYC & Company’s The Black Experience in NYC platform become a go-to guide to help Black Travelers plan and experience NYC, through the lens of Black Culture. 

  • Creators: Activated 12 TikTok and Instagram creators to share their must-visit Black-owned businesses and establishments in NYC to encourage people to check out Black-owned neighborhood guides when traveling to the city, featured on The Black Experience in NYC page. (
  • Group Black Network: In partnership with Essence, we developed editorial content that showcased The Black Experience in NYC and celebrated Black culture, visual and performing arts in NYC. In addition we leverage NYC & Company’s existing video assets and scaled them across Essence and SheMedia to inspire readers to “Step into the #TheBlackExpereinceInNYC and create their own narrative about the city.

The Results

  • 36M total impressions (22% above guaranteed Impressions)
  • +12.9% Brand Awareness (Outperforming 80% of content in similar industry-leading campaigns*)
  • 15 Black creators, media companies, and brands positively impacted
  • 3.1K total clicks leading visitors to the site
@brenttanye #ad Want to know where to go, what to do and see when visiting New York City? Check out @nycgo The Black Experience platform at #blacktravel #blackowned #nyc #Manhattan ♬ Similar Sensation (Instrumental) - BLVKSHP

*Kantar norms are based on industry-leading global and regional norms from over 2,000 campaigns

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Our Collective

Comprised of over 150 Black-owned media brands spanning a wide cross-section of multi-channel offerings, including (but not limited to):