NEW YORK — Manhattan’s Meatpacking District has tapped BerlinRosen to help bring people back to the neighborhood after a year of Covid keeping visitors away.

BerlinRosen was named AOR by the nonprofit Meatpacking Business Improvement District following a competitive pitch. The Door Idea House was the incumbent agency.

The agency's remit includes wooing visitors back to the district by raising awareness of its evolution from a gritty area to a stylish neighborhood over the last two decades, including through the openings of the High Line and new Whitney Museum, as well as high-end shops and restaurants.

"The Meatpacking District is a distinct Manhattan neighborhood, worthy of distinct representation in its public relations," said Jeffrey LeFrancois, executive director of the Meatpacking District Management Association, which created Meatpacking BID.

"As New Yorkers come to explore more of what their backyards have to offer and as tourism ticks up, the Meatpacking District is primed for that visit. With a series of one-of-a-kind programs and events lined up for the year, the BID is thrilled to be working with BerlinRosen to drive our message and bring attention to all the district has to offer."

The Meatpacking District joins a range of New York City organizations and destinations on BerlinRosen's client roster. Westfield World Trade Center Oculus, Lincoln Center for the Performing Arts, Waldorf Astoria NYC and Union Square Partnership are among the others.

Earlier this year, the firm was hired to handle PR for the Summit One Vanderbilt, a new observation deck on top of one of the city's tallest skyscrapers.