The Ask

Authentically express the joy and vibrancy in and around the five boroughs of New York City, encouraging tourists to visit and experience every corner of NYC like a local.

The Insight

BDG’s success lies in its ability to meet its readers at their passion points—we know where they want to be, what they’re talking about, and what makes them engage online. This made us uniquely positioned to tell insider stories of NYC tailored for each of our audiences.

The Solution

To help the BDG audience understand the language of New York City, we created a custom hero video featuring 26 essential NYC-related words (one for each letter of the alphabet), and edited the video into three hyper-focused social cutdowns across Bustle, Elite Daily, and W. Additionally, we tapped five creators to each explore a borough they’re most familiar with, sharing their favorite local-approved spots. Finally, we produced three articles to serve as NYC travel guides.