Time Out – the global brand that inspires and enables people to experience the best of the city – is partnering with I LOVE NY, the official Tourism Office for New York State, to bring Gatsby’s hidden New York to Australia, and inspire people to visit New York State like a local.
The 360-degree activation, developed by Time Out Australia’s Creative Solutions team, revolves around an exclusive 1920s-inspired speakeasy event in Sydney, bringing the hidden allure of New York State’s Prohibition Era to life. Guests were immersed in the period's glamour and intrigue while discovering iconic locations featured in The Great Gatsby and similar locations across the State. The event also showcased food and wine from New York State, offering attendees an authentic taste of the region’s rich culinary and cultural heritage.
Following the event, Time Out’s travel-loving audience – who are over three times more likely to consider themselves a jet-setter, and twice as likely to be influenced by seeing the destination featured in a TV show or movie when choosing where to travel – will be inspired to “set-jet” their way through New York State, following in Gatsby’s footsteps, with aspirational travel content.
This has been curated in close collaboration with Time Out Australia’s colleagues in New York where Time Out’s local experts – who are living and breathing the fabric of the city first-hand – have created for this campaign a set-jetter’s guide to the city and how to live a Gatsby-inspired life in the novel’s homeland. By aligning Gatsby’s New York with Time Out’s mission to help visitors live like locals, this campaign will take Aussies beyond the postcards and into the New York that New Yorkers genuinely love. From exploring Long Island’s Gold Coast to sipping cocktails at hidden Prohibition-era speakeasies, discovering historic Hudson Valley estates, and visiting Jazz Age haunts where the 1920s still resonate today, this experience will uncover the authentic charm of the state.
The integrated campaign will complement the event and bespoke content with a targeted email campaign, social media posts, and display advertising across Time Out channels. Time Out’s Tastemaker influencer network was also invited to the event to create content celebrating the evening and the wider campaign.
Kaylie Smith, Managing Director, APAC, at Time Out says: “Time Out knows cities like no one else, so when I LOVE NY approached us to curate the ultimate New York experience for Australians, we knew we could deliver something truly special working with our Time Out New York team. Leveraging our events expertise, we brought Gatsby’s hidden New York to life with an exclusive 1920s-inspired speakeasy party as part of a fully integrated digital campaign. Through an immersive event and amplified across all of Time Out’s digital channels, this partnership will transform Gatsby’s centennial into a compelling call to action – inviting our experience-hungry, travel-loving audience to explore New York State like a local.”
Michael Cassis, Strategic Director of Linkd Tourism, says: "The Great Gatsby represents a transformative moment in New York's history, and this campaign goes beyond celebrating a literary milestone. We're inviting Australian travellers to discover the real New York State – from its rich cultural landscape to hidden gems, all while embracing the vibrant spirit that defines the region today. Time Out's creative approach allows us to showcase New York in a way that transcends typical tourism, offering a deeper, more authentic connection to its literary and cultural heritage."
-ENDS-
Notes to Editors
Please contact pr[@]timeout.com for further information.
About Time Out
Time Out is a global brand that inspires and enables people to experience the best of the city through Time Out Media and Time Out Market. Time Out launched in London in 1968 to help people discover the exciting new urban cultures that had started up all over the city. Today, it is the only global brand dedicated to city life. Expert journalists curate and create content about the best things to do, see and eat across 333 cities in 59 countries, and across a unique multi-platform model spanning both digital and physical channels. Rooted in the Time Out brand, Time Out Market is the world's first editorially curated food and cultural market, bringing a city's best chefs, restaurateurs and cultural experiences together under one roof. The portfolio includes eleven Markets in cities such as Lisbon, New York and Dubai, and several new locations with expected opening dates in 2025 and beyond, in addition to a pipeline of further locations in advanced discussions. Time Out Group PLC, listed on AIM (AIM: TMO), is headquartered in the United Kingdom. Learn more at www.timeout.com and LinkedIn.