Key Dates See Your City: Eats Edition, September 1 October 31 See Your City: Eats American Express Offer, September 1 30

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1 PRESENTED BY QUEENS NYC & Company, New York City s official marketing, tourism and partnership organization, together with American Express, today launched See Your City: Eats Edition, the largest five-borough dining program in New York City. In addition to motivating New Yorkers to explore the neighborhoods and boroughs of their own city, the popular campaign also encourages New Yorkers to help create buzz around their favorite restaurants by uploading photos to social media using the hashtag #seeyourcity. To motivate New Yorkers to explore the five boroughs through food, the campaign highlights diverse eats through editorial content on from NYCGo, See Your City social media ambassadors and content partner Food Republic, in addition to a curated usergenerated photo feed featuring dishes, restaurants and happy eaters tagged with #seeyourcity on Instagram. As part of the popular See Your City campaign, this initiative highlights New York City s diverse dining scene to motivate New Yorkers to explore the neighborhoods and boroughs of their own city. To further encourage locals to explore new and authentic restaurants, founding sponsor American Express is offering a Card Member promotion at thousands of restaurants in the five boroughs. Eligible American Express Card Members can use their Card to spend $50 or more at any qualifying restaurant and get a one-time $10 statement credit. To learn more and enroll in this offer with an eligible American Express Card, visit americanexpress. com/seeyourcityeats. Terms apply. Key Dates See Your City: Eats Edition, September 1 October 31 See Your City: Eats American Express Offer, September 1 30 Official Program URL Official American Express URL americanexpress.com/seeyourcityeats See Your City will be supported by a comprehensive media plan, including a dedicated program site, digital ads on premium sites, bus shelters, street pole banners, social media, e-blasts and taxi videos. Sample Media Outlets

2 As part of the promotion, here are five helpful tips from NYC & Company and American Express to get more consumers to dine local during See Your City: Eats Edition 1. BECOME AN OFFICIAL #SEEYOURCITY AMBASSADOR Over the course of the campaign, NYC & Company will be promoting the campaign through the official hashtag #seeyourcity. To join the conversation and motivate your followers to take advantage of the See Your City: Eats Edition offer, we encourage you to incorporate the hashtag in your posts throughout the program and further engage with us on our social media channels. 2. SHARE THE NEWS Announce your participation in See Your City when the program goes live on September 1. We have included a media advisory template to help promote your restaurant to the local press. 3. TAP YOUR FRIENDS AND ENCOURAGE THEM TO SHARE THEIR FAVORITE DISHES FROM YOUR RESTAURANT Reach out to your customers and prospects in the community to let them know your business is participating in See Your City: Eats Edition. Utilize as many marketing tools as possible to spread the word, including campaign creative, social media, outreach, online marketing, advertising and direct mail. We have included suggested copy for social media, blog posts and to further highlight your involvement in the campaign. Be sure to mention any special deals and events you ll be offering. 4. ATTRACT INFLUENCERS TO SPREAD THE WORD Invite your local neighborhood councilmen and newspaper to come out and dine at your restaurant. Collaborate with your local association to implement ideas that will further your message s reach. Consider hosting special activities like a wine pairing menu, an opportunity for guests to meet the chef or a special cookie-decorating area for kids. Remember to plan staffing accordingly. 5. TEAM UP TO OFFER MORE TO CONSUMERS Connect with other local restaurants in your neighborhood to brainstorm marketing ideas and other promotions, like a taste testing, to attract new diners. Utilize your restaurant s most popular dessert or appetizer as a way to stimulate interest in your restaurant s offerings. Offer to distribute brochures or business cards for one another or agree to share social media posts. CAMPAIGN ELEMENTS INCLUDED IN TOOL KIT FOLDER FOR YOUR USE: Campaign Creative (JPEGS and EPS Files) Suggested Social Posts Suggested / Blog Post Template for See Your City: Eats Edition Promotion Suggested Media Advisory Template For any questions or additional campaign materials needed, please

3 Suggested Social Posts Accounts to follow: Facebook: Page name: NYC: The Official Guide Instagram: Twitter: Suggested See Your City: Eats Edition Copy Facebook You live in NYC stop ordering delivery and go explore the City through its restaurants and food! We re joining our friends The Official Guide for #seeyourcity Eats Edition! Twitter Stop ordering delivery go explore NYC through its food! We re for #seeyourcity Eats Edition! Instagram Stop ordering delivery and explore NYC through its food! We re for #seeyourcity Eats Edition, where we ll be tagging our best food photos #seeyourcity to share our fare with you. Suggested See Your City: Eats Offer Copy Instagram & Facebook Hey, New Yorkers! Stop by [insert restaurant] & enjoy the best food [insert borough] has to offer and spend $50 to get $10 back on your #AmEx Card #seeyourcity No plans for dinner? We got you covered, stop by [insert restaurant] with your #AmEx Card to get $10 back when you spend $50 #seeyourcity co/1lcwg7y Explore [insert borough] & stop in to [insert restaurant] for a delicious bite of [insert popular dish] & spend $50 to get $10 back on your #AmEx Card #seeyourcity Twitter Come visit [restaurant & borough] and spend $50 to get $10 back w/ your #AmEx Card #seeyourcity

4 Suggested / Blog Post Template for See Your City: Eats Edition Promotion Subject Line Options See Your City! Dine at [insert restaurant name] See Your City: Explore [insert borough] and Dine at [insert restaurant name] Explore [insert borough] by dining at [insert restaurant name] as part of See Your City Campaign Hi When you dine at local restaurants like [insert restaurant name], you are not only supporting our restaurant but [insert borough/neighborhood] as well. We are excited to share our participation in the See Your City: Eats Edition campaign from NYC & Company, which is sponsored by American Express and encourages diners like you to explore your city s diverse culinary options. So here at [insert restaurant name], we want you to get out and explore all the great dining experiences New York City has to offer including us! If you are in the mood for some of the best [insert your cuisine] head on out to [insert borough] to experience all we have to offer you only a subway ride away. And if you are an American Express Card Member, you are encouraged to eat your way through the City with a dining offer eligible at thousands of restaurants across the five boroughs that accept American Express: spend $50, get $10 back! Terms apply. See [insert url] for full terms and conditions for this offer. You can find us at [insert your address] and feel free to call ahead to reserve a table, [insert phone number] and [insert website/opentable link]. Thanks again for supporting local restaurants like ours. And when you #seeyourcity, please make sure you share your experience on social media, so others can find and support us too. Hope to see you soon! [insert business name]

5 Suggested Media Advisory Template [INSERT YOUR RESTAURANT LOGO] ** MEDIA ALERT ** MEDIA ALERT ** MEDIA ALERT ** Come Out and Explore [insert your borough] and Dine at [insert your restaurant name] As Part of NYC & Company s See Your City: Eats Edition campaign and American Express NYC Dining Offer WHAT NYC & Company together with American Express recently launched See Your City: Eats Edition, a dining program that spans all five boroughs, motivating New Yorkers to explore the neighborhoods and boroughs of their own city. The Eats Edition marks the third phase of the See Your City campaign and encourages New Yorkers to share their dining tips and gems with visitors worldwide by uploading photos to social media using the hashtag #seeyourcity. To encourage New Yorkers to explore new and different restaurants, American Express is offering a Card Member promotion at thousands of restaurants across the five boroughs throughout September. Eligible American Express Card Members can use their Card to spend $50 or more at any qualifying restaurant and get a one-time $10 statement credit. To learn more and enroll in this offer with an eligible American Express Card, visit americanexpress.com/seeyourcityeats. Terms apply. WHERE [insert your restaurant name and location] [insert any specials or incentives your business may be hosting] WHEN See Your City: Eats Edition September 1 through October 31 American Express Offer September 1 through September 30 WHY WHO To encourage New Yorkers to get out and visit local restaurants and explore all the hidden gems the boroughs have to offer! [insert your name and contact info here]

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