New York City launches major tourism campaign
New York City has announced a $30 million marketing campaign in the UK and other key markets.
Underwritten and supported by various US companies, the tagline for the year long campaign, by NYC & Company, is ‘See More. Be More. This is New York City.’
The new campaign will include promotional packages from corporate partners, including American Express, American Airlines and Travelocity.
“Our goal is to let the world know just how vibrant New York City is and remains. This innovative campaign model relies on external resources and will ensure our message reaches a global audience and keep New York City the country’s top destination,†said NYC & Company CEO George Fertitta.
The campaign is innovative, say backers, because it involves a structure of bartered/donated media and cash — similar to other recent NYC & Company public-private partnerships which have launched using little or no taxpayer dollars.
“Whereas other destinations in New York City’s competitive set rely on massive advertising budgets derived from public funding, the NYC & Company civic-marketing model generates greater impact at relatively minimal public cost,†say backers.
International markets that are also targeted include Australia, Brazil, Canada, France, Germany, Ireland, and Italy.
“When we engage with consumers from across the globe, we want them to reflect on the feeling of personal transformation that lingers long after a trip to NYC ends. The art reflects the energy, diversity and passion of the city and will hopefully inspire a sense of optimism for future visits,†said Willy Wong, NYC & Company’s chief creative officer.
NYC & Company forecasts that New York City will welcome 47.1 million visitors in 2010 — the City is still on track to reach Mayor Michael Bloomberg’s goal of 50 million annual visitors by 2012.
NYC became the most popular US travel destination in 2009 and has grown its international market share from 28% to 34% since 2006.
By David Wilkening, TravelMole US
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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