In order to attract more tourists Empire State Building’s latest campaign highlights the real emotions and expressions of the people who visit this landmark building to take in the breathtaking view of New York City. The tagline of the campaign is “The Real Magic, The real New York”. The campaign will include print advertisements in local leading magazines and newspapers and billboard ads to attract more eyeballs.

This innovative campaign has been designed by New York based ad agency Avrett Free Ginsberg. Tourists from different countries throng top floor observatory of The Empire State Building so it really must have been easy to shoot real people and wide range of natural expressions and emotions on their faces as they soak in the spectacular view. These human expressions are truly magical and natural for they are not script written or follow any story board. It seems one of the ads show a mother and her child using binoculars to see the city.

Such out of box creative advertising ideas often brings down costs of production too which is crucial in the times of recession. There are no celebrity models posing here in the ads but these ads show real magical moments in different people’s life. There is unmatched magic in travelling and soaking in the beauty of the world!

Via Adweek