Like most cities, New York has their tourism campaigns featuring beauty shots with some visual design device and a smart headline to try and make them stand out from all the other cities using the same approach. Last week a campaign, that isn't an ad campaign launched, that wasn't meant to be an ad campaign but will more certainly garner more attention and interest in New York than any well produced magazine ad.
Waterfalls, an art installation features a number of waterfalls over 100 feet tall installed for the summer along the Hudson River. If The Gates from 2005 is any indication Waterfalls will get heaps of coverage, not just from the media but average Joes, amateur photographers and professional creative types. .
If this was a "marketing" campaign what a brilliant approach to a media plan it would be - make something brilliant and stunning enough from people to photogaph, blog, talk and share it. Obviously things are very different when brands get involved and the 30 permits Waterfalls had to secure are nothing compared to if it was a private enterprise. No matter, that doesn't mean something equally stunning cannot be acheived.