When Rinat Aruh and her colleagues found out in May that the city was looking for a new rallying cry, there was no question that they’d take a swing.
Aruh, CEO of the Aruliden creative agency, was born in Israel to Turkish parents and raised in Texas before moving to Manhattan to work in fashion in 1998, co-founding her company eight years later.
“My happiest moments are always coming back into the city – seeing that skyline,” says Aruh, who lives in Tribeca with her family. “It just feels like home. There’s something about the city and the people. People here don’t give up.”
My happiest moments are always coming back into the city – seeing that skyline, it just feels like home. There’s something about the city and the people. People here don’t give up.
As New York City was reeling from Covid’s economic and psychic toll, NYC & Co. and the Clio Awards, which salute excellence in advertising, issued a call for a pro bono campaign to remind New Yorkers what they love and miss about the five boroughs.
“One of our creative leads was born and raised in Brooklyn and he said, ‘This is us. We can’t not do this,’” Aruh recalls.
Her agency, whose clients include Google, Glossier and MoMA, set about brainstorming something bold and inspirational. When they landed on #AllinNYC, they felt they had a winner, with its dual meaning expressing unrestrained enthusiasm for the city while highlighting its attractions.
The sponsors were all in on the pitch, which was chosen out of more than 60 submissions from all over the world. “It’s the rallying cry and campaign platform we needed,” said Nancy Mammana, the Chief Marketing Officer of NYC & Co. “It unites New Yorkers around the immutable spirit they share and the infinite experiences this city offers them. It showcases NYC’s strength in tough times as well as its diverse culture and inclusivity, which has been at the forefront of our messaging as we move through the stages of recovery and beyond.”
Where else can you find the best babka and salmon and acrobatic classes on the piers? You really can get it all in New York City.
This fall, #AllinNYC is splashed across billboards, bus shelters and newsstands. On Thursday night, more than a dozen landmarks lit up in celebration, including the Empire State Building. New Yorkers are also #AllinNYC, posting under the hashtag about their favorite Thai food, art museums and leafy walks. As part of the effort, NYC & Co. has also announced a neighborhood getaways program featuring discounts at restaurants, hotels and cultural institutions.
“’All in NYC’ is more than a campaign,” says Aruh. “It’s an emotion that can be felt and truly appreciated by those who live in this incredible place that we call home. Where else can you find the best babka and salmon and acrobatic classes on the piers? You really can get it all in New York City.”
Aruh’s own “all in” list includes Citibike, kebabs from Memo in Chelsea, pistachio gelato from Amorino (her husband’s shop) and the creative vibing that happens here. “What’s great about being in NYC is getting a pulse on everything going on. The information, stories and people,” she says.
“I’m clearly all in forever.”
Faye Penn is Executive Director of women.nyc.
Hero image credit: Kreg Holt