Penn Station is the busiest travel hub in America, with around 650K people using it each day.
"The station is a loud, bustling space where people are in a rush, traditional haka performances by a kapa haka group are literally stopping people in their tracks," says Bjoern Spreitzer, General Manager Americas and Europe.
"We have people based at the display greeting and talking to commuters about New Zealand and what it has to offer."
"The response and feedback from commuters has been really positive with many saying that a trip to New Zealand is on their 'must do' list."
"It's even generated Kiwis based in New York thanking us for giving them a taste of home."
Nearly 190,000 American holiday makers visited New Zealand in 2016. It is the third largest holiday arrivals market and growing at a steady rate.
"Additional air services and new routes from the US are making travel to New Zealand easier than ever before so it's great timing to really show New Yorkers what we have on offer."
"The campaign encourages travel to New Zealand in the shoulder season, this aims to spread visitation across the year reducing concentration that occurs over the peak season."
Shoulder season travel is a key priority for Tourism New Zealand.
"We are seeing some promising results with spring season (Sept – Nov) holiday arrivals growth last year at 16.1% versus December figures the first month of the summer peak season sitting at 11.1 %."
The campaign also features a huge digital billboard one block away from the station. The campaign runs until the end of February and is a joint venture with United Airlines and Air new Zealand. The space used in the station is owned by United and it's the first time they have worked with a tourism board. The work is part of a larger national digital campaign promoting New Zealand in the US, with additional promotional activity in 6 major airports across America and material in United Airlines' in-flight magazines and guides.
"The partnership between United Airlines, Air New Zealand and Tourism New Zealand in our City Ticket Office at Penn Station is proving to be a great success," said Mark Krolick, United's vice president of Marketing. "We want people to have positive, memorable experiences with our brands and we are hearing rave reviews from our customers about the New Zealand experience at Penn Station."