America’s city- New York City is by far one of the most popular cities in the world. It is often considered the bustling center of fashion, entertainment, art, tourism, and business – not to mention the fact that it is the home of the Mets baseball team!

If you ask anyone the top places on their bucket list, it is almost certain that New York will make an appearance, and rightly so. Following an economic and building boom during the Great Depression and the World Wars, New York City slowly rose to become one of the most – if not the most – famous cities in the world. It is the world’s fair city.

It is no surprise that several nicknames accompany this level of prestige; these titles give a sense of power and glory to the ci. ties that have earned them. From ‘The City That Never Sleeps’ to ‘Empire City,’ and arguably the most famous nickname of them all, ‘The Big Apple,’ these names clearly show the effect of New York on the world.

This cultural city has immense significance that’s why George Washington called this city a post of infinite importance.

The nicknames for NYC are surely an insight into what the city offers, summed up succinctly in a title, and New York City’s monikers are no exception to this. And also give the reason why is NYC called the big apple.

New York City nicknames are self-explanatory. Anyone who has stepped foot in New York can attest to the truth of ‘City That Never Sleeps,’ as it is a vibrant city that is teeming with life 24/7.

However, the title of The Big Apple is a little strange. We have all seen those t-shirts, caps, jewelry, and other commodities with ‘Big Apple’ emblazoned on them that tourists buy as souvenirs.

If you are like me, this will raise a question in the back of your mind – where did this fascinating nickname come from?

It is made even more unique when we consider that New York is one of the United States of America’s top apple producers, yet this has nothing to do with the origin of this nickname.

The history behind this is intriguing, spanning decades and including horse races, jazz, and tourists.

The Contribution of John J. Fitz Gerald

The nickname ‘Big Apple’ can be accredited to, in a way, a couple of stable African Americans. Around 1920, when the city’s horse races had a major hold on its people, John J. Fitz Gerald – a column writer for the New York Morning Telegraph – overheard the conversation of some African-American hands in New Orleans.

They talked about their aspirations of going to race on New York’s racetracks, referring to the prestigious and substantial prizes as ‘The Big Apple.’

It is theorized that they were most probably talking about Aqueduct, in South Ozone Park, Queens; Belmont, in Elmont Long Island; and Yonkers, which is situated north of the Bronx.

These were the three major New York City tracks and boasted great, substantial prizes for those fortunate enough to win. The stable hands said something along the lines of ‘heading’ up north to the Big Apple,’ and this euphemism for New York stuck with the sportswriter.

John later made use of this term in his horse racing column on May 3rd, 1921, with the exact usage being:

“J. P. Smith, with Tippity Witchet and others of the L. T. Bauer string, is scheduled to start for ‘the big apple’ tomorrow after a most prosperous Spring campaign at Bowie and Havre de Grace.”

Jazz and the Show Business

The story isn’t as simple as that. However – these kinds of historical backstories rarely are. There are more factors to take into account that built up this nickname. During the 1920s and 1930s, while the term ‘big apple’ was still making rounds, jazz musicians took the title under their wing. This is not enough there is more to know about why is NYC the Big Apple.

They used it in their songs to romanticize New York. Jazz musicians got the most rewarding platform in New York City and they began to use the ‘big apple’ in their songs as a euphemism for the city. 

It is a testament to the creativity of the musicians that they took a term used in a horse racing column in an obscure newspaper and applied it to their music. There was even a saying in the show business that made use of this term.

Tourism Campaign

Alas! The nickname had not gained the worldwide recognition it enjoys today by this point. The now-ubiquitous moniker’s path to fame was accelerated about 50 years after the New York Morning Telegraph sports writer John had included it in his article, thanks to Charles Gillett.

Charles was the president of the New York Convention and Visitors Bureau and just so happened to be a jazz fan. Back in the 1970s, New York was gaining infamous notoriety as a gloomy, dangerous city. The city’s reputation was attributed to the economic troubles and sky-high crime rates that had befallen New York in those times.

Next enters the successful ad campaign intended to restore New York’s former glory with the help of the title ‘Big Apple.’

Charles Gillett was aware of how jazz musicians referred to New York as the ‘Big Apple,’ which had stuck with him. He decided to use that as the focal point for the prosperous spring campaign and encouraged people to embrace the Big Apple as an officially recognized nod to New York.

Merchandise such as pins, stickers, and shirts was designed and printed with ‘Big Apple.’ This, along with the help of celebrities like Dave DeBusschere (former New York Knicks player), all played a role in the revamping of New York City and enticed visitors to come and ‘take a bite out of the big apple.’ 

The nickname gained a lot of traction, in part due to the efforts of volunteers who passed out real, bright red apples to visitors on the city’s streets and the many New York businesses who used an apple for their logo.

Suffice it to say, that the ad campaign was a huge success, and citizens and tourists officially adopted ‘Big Apple’ as an endearing nickname for New York. It was a stroke of genius from Charles’ side to use a nickname to redesign a city and attract tourists, but it paid off.

Well, now you are getting the idea of why New York is called the Big Apple. But hold on, there’s more. 

Differentiate Through Storytelling

From my experiences as the founder and CEO of Cleartail Marketing, one of the key lessons cities or businesses can learn from the ‘Big Apple’ campaign rests on the critical value of differentiation through storytelling and digital precision.

Leveraging cultural references to redefine perceptions isn’t just about adopting a cool nickname or symbol; it’s about embedding that symbol within a broader, cohesive narrative that deeply resonates with your target audience, much like how we’ve increased B2B clients’ revenue by embedding their unique stories into our marketing strategies.

For instance, when working on a campaign intended to skyrocket a client’s website traffic, we focused not just on numbers but on creating a story that showcased the client’s unique positioning within their industry, aligning closely with the ethos behind New York City’s rebranding.

This approach led to an increase in website traffic by over 14,000%, demonstrating the power of a well-crafted narrative bolstered by targeted digital marketing strategies.

Just as the ‘Big Apple’ became synonymous with NYC’s vibrancy and resilience, our client’s branding became synonymous with unparalleled excellence in their field.

Moreover, the success of the Google AdWords Campaign, delivering a 5,000% return on investment, further underlines the importance of precision-targeting in using cultural references or any unique selling proposition.

Identifying and engaging a specific audience segment through meticulously researched keywords and retargeting strategies ensures that the cultural reference not only garners attention but is also meaningful and relevant to those who experience it.

This meticulous approach to targeting, inspired by such rebranding campaigns, has been a cornerstone in not just attracting visitors but converting them into ambassadors of the brand or city.

Lastly, the cornerstone of Cleartail Marketing’s approach—whether retargeting display advertising or executing LinkedIn Outreach—lies in the belief that authenticity and consistent engagement hold the key to transforming perceptions.

By analyzing and understanding the unique elements that resonate with our client’s audiences, much like identifying ‘The Big Apple’s’ inherent allure, we’ve been able to craft personalized marketing strategies that truly speak to potential customers, echoing the tailored experiences that have turned NYC into a global beacon for tourists and businesses alike.

Magee Clegg, CEO, Cleartail Marketing

Leverage Distinctive Cultural Symbols

The rebranding of New York City as the ‘Big Apple’ offers valuable lessons for other cities and businesses looking to redefine perceptions and attract visitors through cultural references.

Firstly, tapping into a well-known cultural symbol can instantly evoke familiarity and intrigue.

Just as the nickname ‘Big Apple’ conjures images of excitement, vibrancy, and opportunity, other cities or businesses can leverage their own distinctive cultural references to create memorable brand identities.

Additionally, authenticity is key; the nickname ‘Big Apple’ originated from horse racing and was later adopted by jazz musicians before being embraced by the city itself, illustrating the power of organic, grassroots cultural connections.

Finally, effective rebranding requires consistency across various platforms and marketing channels to reinforce the desired image and message.

By drawing inspiration from New York City’s ‘Big Apple’ campaign, other entities can effectively leverage cultural references to redefine perceptions and attract visitors.

Peter Reagan, Financial Market Strategist, Birch Gold Group

Earliest Use of ‘Big Apple’

Later, in 1997, the street that Fitz Gerald had called home for 30 years – the corner of 54th and Broadway – was renamed ‘Big Apple Corner’ in recognition of the man who set all this into motion.

However, it’s a little-known fact why NYC is called the Big Apple, that the first reference to New York as the ‘Big Apple’ was used just over a decade before Fitz Gerald’s column. In the book The Wayfarer in New York, the author Edward Martin wrote, “Kansas is apt to see a greedy city in New York a greedy city… It inclines to think that the Big Apple gets a disproportionate share of the national sap.”

While this was part of an extended metaphor and not the coinage of the later nickname, it is still intriguing. While calling New York the Big Apple is now as familiar a nickname as our friends, could you imagine calling it New Orange? That was almost the case in 1673, centuries before the ‘Big Apple’ came into the picture. The Dutch captured New York, to pay homage to William III of Orange, and they decided to call the place New Orange. Thankfully, the British regained control of New York and reinstated its proper name only a year later. On February 18th, 1924, John J. Fitz Gerald explained the term in a column titled ‘Around the Big Apple for the New York Morning Telegraph. Gerald began every column with the same header:

“The Big Apple. The dream of every lad that ever threw a leg over a thoroughbred and the goal of all horsemen. There’s only one Big Apple. That’s New York.”

Guest Author: Saket Kumar

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Last Updated on March 26, 2024 by Pragya Chakrapani