On Savor NYC, NYC Tourism’s culinary content hub, we aim to showcase New York City as a globally renowned gastronomic travel destination. NYC Tourism partnered with Chef Vikas Khanna and his acclaimed restaurant, Bungalow, to feature one of the City’s most exciting dining destinations while honoring cultural heritage and lifting up the many communities that characterize our destination. This collaboration allowed us to create engaging written and visual content that captured the essence of Bungalow while leveraging Chef Khanna’s global influence and celebrity power.
By featuring the restaurant during Diwali, one of South Asia’s most significant festivals, we reinforced NYC’s status as a global culinary hub that embraces diversity and innovation, aligning culinary excellence with cultural celebration.
The collaboration was executed through a multi-platform marketing approach, combining written and visual storytelling to maximize reach and engagement.
This partnership effectively combined authentic storytelling, strategic marketing, and cultural celebration, strengthening NYC’s reputation as a culinary destination while amplifying engagement across digital, social and real-world platforms.
The partnership between NYC Tourism and Bungalow was a resounding success, generating significant engagement across multiple platforms.
Out-of-Home (OOH) Reach: The campaign delivered 2.2 million impressions through LINK NYC screens, ensuring widespread visibility across the five boroughs.
Social Media Impact:
Total of 847K social views with notable highlights on -
The Q&A video reached 173K views, significantly outperforming the 51K YTD average per reel. With over 534 hours of view time on YouTube Shorts, this high interest resulted in 88 new subscribers.
The "How It’s Made: Roasted Pineapple Curry" video was the standout, garnering 374K views, which is 7x the YTD average for a reel. Over 221k impressions and 375.7 hours of view time higher than the average YouTube Shorts video.
The organic reach on YouTube Shorts were viewed globally with an average of 62.15% views from India which came about in-platform from YouTube search and content being served from the Shorts Feed.
Website Performance: The feature article received 1.2K page views, with an average time-on-page of 2m24s, demonstrating strong user interest.
Partner Promotion: Bungalow actively engaged its guests through social and digital channels, enhancing awareness and driving to the page.
Cultural and Culinary Recognition: The campaign coincided with Bungalow’s Michelin Bib Gourmand recognition, further elevating its prestige.
These results demonstrate how the partnership successfully amplified NYC’s culinary storytelling, reinforced cultural engagement, and drove significant digital and social impact, making it a powerful initiative in promoting NYC’s diverse food scene.
