Gwen Barrett and 1970s “Big Apple” campaign (1971)
New York City was officially branded the “Big Apple” in the 1970s, with a campaign by the New York Convention and Visitors Bureau (NYCVB), late banded as NYC & Company and now called New York City Tourism + Conventions. NYC).VB was led by Charles Gillett (1915-1985).
By at least one oral account, Charles Gillett had had the “Big Apple” idea in the 1960s.
However, Gillett was certainly inspired by a 1971 “Big Apple” PSA on WNEW (now WNYW) television. That “Big Apple” PSA was conceived by Gwen Barrett, the Black Community Affairs Director at WNEW Channel 5.
Wikipedia: New York City Tourism + Conventions
New York City Tourism + Conventions (formerly NYC & Company) is New York City’s official marketing, tourism and partnership organization. The not-for-profit quasi-agency’s mission is to maximize opportunities for travel and tourism in New York City, build economic prosperity and spread the dynamic image of New York City around the world.
Wikipedia: WNYW
WNYW (channel 5) is a television station in New York City, serving as the flagship of the Fox network. It is owned and operated by the network’s Fox Television Stations division alongside Secaucus, New Jersey–licensed MyNetworkTV flagship WWOR-TV (channel 9). The two stations share studios at the Fox Television Center on East 67th Street in Manhattan’s Lenox Hill neighborhood; WNYW’s transmitter is located at One World Trade Center.
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The Metromedia era (1957–1986)
In May 1958, DuMont Broadcasting changed its name to the Metropolitan Broadcasting Corporation to distinguish itself from its former corporate parent. Four months later, on September 7, 1958, WABD’s call letters were changed to WNEW-TV to match its radio sisters.
Epicenter NYC
Ever wonder how New York City got universally dubbed “The Big Apple?”
One man’s quest to get Black New Yorkers the recognition they deserve
by Danielle Hyams
February 28, 2023
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COMMENTS
Tina Mosetissays:
January 19, 2024 at 10:25 pm
Charles Gillett ran with the Big Apple campaign that was actually conceived by Gwen Barrett, the Black Community Affairs Director at Ch. 5!
Harlem Community News (February 19, 2025)
“The Truth About the Big Apple” by Harlem News Columnist William A. Rogers
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The person who developed the marketing plan that gave New York City the famous nickname was a young Black public affairs director named Gwen Barrett
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The branding of the Big Apple nickname took place in 1971. New York City was on the verge of bankruptcy, and Mayor John Lindsay desperately tried to change New York’s fear city image. Tourism was dead because of negative New York stories in the media.
Larry Freiburg, the GM for WNYW Channel 5, gave his young public affairs director one week to develop a positive marketing PSA for New York. Gwen was very stressed; there was a lot of pressure.
As an African American woman living in Harlem, the term Big Apple was very familiar to Gwen, plus her uncle was the well-known producer Steven Samuel. Dizzie Gillespie and Duke Ellington were some of his friends, and they often referred to New York as the Big Apple.
Duke Ellington even allowed Gwen to use his Big Apple music for the PSA. The rest is history. Larry Freiburg loved the concept, as did his friend Charles Gillett, the NY Convention & Visitors Bureau president.
This is how The Big Apple became the official NYC brand. Gwen went on to become a three-time Emmy Award-winning producer and VP at WNEW. She never received credit for making a Harlem term the official nickname for New York City.