Brand Campaign: No Quit In New York

The Concept + My Role

Coming out of the pandemic, No Quit in New York was a campaign based on the resilience and character of the people that comprise our city. We activated across a variety of channels, including social, marketing, PR, community relations and partnerships.

New Yorkers have seen every high and every low there is. Through it all, they stay resilient. They fight. They’re never down or out, no matter what the facts say. There’s no quit in any New Yorker, and likewise, there’s no quit in the New York Rangers. This was the crux of the concept.

My Role: Led creative concepting, copywriting and execution across all social platforms from launch onward. 

Worked in tandem with creative directors to create TVCs, graphics, branding elements and narrative stories that conveyed the No Quit message.

Spearheaded efforts to tailor real-time coverage, partnered pieces and bespoke content to the campaign.

Activation Details 

Launched #NoQuitInNY hashtag against organic social content that featured resilience on + off the ice.

Led social launch of brand manifesto, TVCs, digital marketing efforts and merch collection.

Unveiled experiential activations + photo ops featuring #NoQuitInNY. 

Partnered with local “No Quit small businesses” that have thrived in the face of economic challenges.