Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
On April 10th 2025, the world marked the centenary of F. Scott Fitzgerald’s The Great Gatsby, a literary classic indelibly tied to the glamour and intrigue of 1920s New York State. This milestone offered a rare and timely opportunity for the New York State Division of Tourism, ILOVENY, to promote the state where the book was inspired. The State’s ongoing marketing challenge is to shift this perception and drive awareness and consideration for the broader New York State, highlighting its diverse regions and rich cultural tapestry.
The centenary of The Great Gatsby served as the perfect cultural touchstone, offering a timely narrative through which to showcase the state’s historic architecture and vibrant arts scene, whilst tapping into the overall consumer trend of ‘set jetting’. The campaign also capitalised on the global rise of “set-jetting”, the phenomenon where travellers seek out destinations featured in books, films, and television, by positioning New York State as the ultimate destination for fans of literary and cinematic history. The event’s timing coincided with increased media attention on the novel’s legacy, further amplifying its relevance and newsworthiness.
The primary objective of the campaign was to increase both awareness and consideration of New York State as a must-visit destination among Australian travellers, using the increased interest in the novel and its evocative setting as a springboard for a broader campaign. The campaign specifically targeted Time Out’s audience of travel enthusiasts and pop culture fans, aiming to inspire them to experience New York State “like a local,” beyond the typical tourist hotspots.
Action
To harness the momentum of The Great Gatsby’s centenary ILOVENY implemented an integrated marketing campaign, carefully designed to translate the cultural resonance of the novel into tangible travel inspiration for Australians. Central to the campaign was the development of an immersive, Gatsby-themed experience inspired by the novel’s Jazz Age opulence. The campaign highlighted the real-life locations that inspired Fitzgerald’s masterpiece, particularly Long Island’s Gold Coast mansions, which served as the backdrop for Jay Gatsby’s world.
ILOVENY partnered with Time Out Australia to deliver a 360-degree activation centred on an exclusive 1920s-inspired speakeasy event in Sydney. The event, held at the historic Marble Bar in Hilton Sydney on April 9, 2025, immersed 138 guests, including tastemakers, media, and readers, in the glamour and intrigue of New York’s Jazz Age.
Results
Guests enjoyed live jazz performances, a 1920s-inspired illusionist, and a poet crafting custom typewritten poems, all designed to evoke the atmosphere of Gatsby’s legendary parties. The culinary experience featured canapés and dishes inspired by New York State, such as Buffalo wings, chicken spiedies, lobster rolls, ice cream sundaes, and Jell-O, paired with wine from Living Roots (Finger Lakes & Adelaide). Signature cocktails like the New York Orchard Martini celebrated the state’s apple orchards, and a show-stopping champagne tower added to the Gatsby-era spectacle. Instagrammable moments, including a gold shimmering media wall and Gatsby-inspired floral arrangements, encouraged social sharing.
The event was amplified across Time Out’s digital channels, complemented by bespoke content, targeted email campaigns (with a standout 91% open rate), influencer collaborations, and display advertising, all designed to inspire Australians to “set-jet” their way through New York State, following in Gatsby’s footsteps and discovering the authentic charm of the state beyond the postcards.
Event attendees and influencers generated an estimated 7.3 million social impressions across Instagram, TikTok, Facebook, and LinkedIn (with an estimated ad value of $1.125m) while media coverage reached over 1 million PR impressions.
Across all channels, the campaign’s storytelling connected the Gatsby narrative to modern-day travel experiences, positioning New York State as a destination that is both steeped in history and a must-visit for book and movie lovers.
