Creative Case Study: New York Water Taxi
The New York Water Taxi (NYWT) Company was founded in 2001 and consists of 12 boats, many of them designed like old fashioned NY checkered cabs, stopping at a total of 16 terminals within NYC along the East and Hudson Rivers.
The Problem
How can the New York Water Taxi convince more native New Yorkers to take a trip and see a familiar city – their hometown – in a brand new way?
The Process
We spent a lot of time on the Water Taxi, seeking out native New Yorkers and interviewing them about why they had decided to get on board. Almost every person we spoke to spoke to the sense of remove, relief, relaxation and reprieve from the chaos of the city that being on the Water Taxi gave them.
The Insight
New Yorkers love New York - but every once in a while, they need to step back to remember why they love it. New York Water Taxi can help them do that. Based on this insight and our strategic goal of convincing more New Yorkers to take the water taxi, our creative concept was “New York is Tough. Remember Why You Love It.”
Creative Executions
Broadcast
Special thanks to: Erin Mortenson for starring in our broadcast piece; DB Love, a long-time employee of the New York Water Taxi who helped us explore; and the anonymous dancing bagel man (watch the video to understand)
The Team
- Research and Strategy: Brian Mortenson, Nikki Lebenson Angulo
- Creative Print Executions: Ivan Ramirez
- Video Production: Collaborative! Ivan and Brian are amazing to work with, and we had a great time making this execution as a team. Special thanks to Brian for lending his professional video editing skills.