Most Manhattanites believed that JFK was the most convenient airport to NYC. But Newark – home of United – is actually easier to get to from anywhere below 59^th street.. There were a lot of people to reach and minds to change. Enter New York Magazine – reaching 90% of all residents, and home to the beloved Best of New York franchise.

When I arrived at NYM in 2015, Best of New York was entering its 33^rd year, and it felt ripe for a refresh, not only to try to capture new revenue, but also, to take better advantage of how consumers engage. In 2017, I completely re-imagined how the content would come to life, supersizing the annual tradition from a one month activation to a 360° full year party where we created a series of on-going lists and share them wherever New Yorkers are – around the city, in transit, online, via social, and in the magazine.

We even created a unique snapchat filter that was geofenced through NYC during the spring’s most festival happy hour days like St. Patricks Day, Cinco De Mayo, Memorial Day and more.

Working hand in hand with United, we created a digital and out-of-home heavy presence throughout NYC was relentless, that saw nearly 1,000,000 New Yorkers fly out of Newark than in the previous year. And, for NYM, we saw a 3000% (that’s not a typo) increase in Best of New York related revenue.