The city introduces a new branding initiative to unite NYC’s public markets
The New York City Economic Development Corporation (NYCEDC) last week unveiled a new brand strategy for the city’s network of six public markets, which includes a multilingual ad campaign, a dynamic new website and social media presence, direct mail campaigns and more, all of which are designed to consolidate a network of historic markets under one city-wide brand. It’s all part of the organization’s comprehensive initiative to promote NYC’s public markets–including Essex Market, the Bronx’s Arthur Avenue Market, and Williamsburg’s historic Moore Street Market–as “world class destinations for both local residents and tourists.”
Image courtesy of NYCEDC
The city’s public markets were established by Mayor Fiorello LaGuardia in the 1930s and 1940s as a way to help keep food affordable while providing indoor space for the city’s growing population of street vendors to do business (it’s estimated that by 1900, 2,500 open-air vendors were active in NYC, mostly on the Lower East Side). Today, the network of markets includes Essex Market on the Lower East Side (now part of the much larger Market Line at mega-development Essex Crossing), La Marqueta in East Harlem, Moore Street Market and 13th Avenue Retail Market (Gourmet Glatt) in Brooklyn, Arthur Avenue Market in the Bronx, and Jamaica Market in Queens, adding up to over 100 merchants offering a spin-the-compass variety of international fare and wares.
The new public markets website showcases each market’s vendors, programming, and events; look for the tagline “Good Things Are in Store” in print newspapers, local radio, and television and on social media platforms like Instagram and Facebook. A direct mail campaign will reach out to consumers within the communities that host the six public markets.
NYCEDC is providing critical support to ensure that the markets remain a vital cultural and economic force. Additional details include the launch of The Pushcart (a stall at each location that will offer samples of food from other markets), branded apparel and merchandise, demonstration kitchens and event spaces, and partnerships with community non-profits.
The new campaign continues the momentum that began when Essex Market moved into its new home in the Essex Crossing development. Other recent market moves include a community partnership between Moore Street Market and El Puente de Williamsburg and a $2.7 million investment to make necessary market improvements to both, $1.65 million in capital upgrades for Arthur Avenue in the Bronx, the opening of a renovated plaza for community events and programming–and $25 million in city capital to go toward redevelopment–at La Marqueta in East Harlem.
David Hughes, NYCEDC Vice President of Retail Markets, said in a press release heralding the new branding campaign, “The vibrant new branding and campaign for New York City Public Markets aim to increase visibility and raise awareness of these vital community and cultural hubs for affordable, healthy, and diverse food. We are proud to be launching these resources to provide crucial support our small businesses who might otherwise find it difficult to open and operate in a prime retail location in the city or invest in marketing and promotional resources.”