Positioning the iconic Empire State Building as “The Heart of NYC.”

As one of the most recognizable landmarks in the world, the Empire State Building had long been New York City’s most visited paid attraction. With new exhibits and storytelling expanding the visitor journey, an opportunity emerged to reframe the experience.

Anchored in the platform The Heart of NYC, the engagement evolved the Empire State Building Observatory into the broader Empire State Building Experience, unifying brand voice, visual expression, and communications across media, digital, and on-site touchpoints.