The branding consultancy has been appointed by New York City Marketing, a government department responsible for the five boroughs of NYC, following a final two-way pitch against Landor.
It is understood that Wolff Olins has been briefed to give the city an identity beyond its main tourist attractions, such as the Statue of Liberty and Times Square. Instead, NYC Marketing, which is responsible for the boroughs of Brooklyn, Staten Island, Manhattan, Queens and the Bronx, wants to weave together its various dimensions to focus on what the city stands for.
Eight branding consultancies were initially reviewed for the business, including Interbrand and Futurebrand. The pitch was run by NYC Marketing's chief marketing officer, Joe Perello, to generate revenue for the city.
NYC has no incumbent branding agency and it is understood this is the first appointment of such a consultancy by the city.
Communication of the city's assets will be aimed at businesses as well as tourists. It is hoped businesses will gain a greater understanding of the city's financial benefits.
Wolff Olins' communications will also be directed inward to rebuild civic pride after September 11.
Although September 11 was a contributory factor in prompting the appointment of a branding consultancy, the move is part of a general desire by NYC Marketing to give the city a meaningful identity.
Wolff Olins declined to comment on the win or on future activity for the brand.
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