New York Mayor Michael Bloomberg yesterday
rolled out the city's first global multimedia marketing campaign,
themed "This Is New York City," which is slated to run for the
coming 12 months. It will use $30 million in advertising assets
promoting the Big Apple in 10 countries on four continents.
The campaign --
created by NYC & Company and its advertising agency Bartle
Bogle Hegarty, New York -- will use television, print, outdoor and
online advertising to send the message that New York has
attractions for everyone, regardless of interests.
"With 'This is New
York City,' our visually stunning and innovative marketing campaign
-- the first to be undertaken by the city -- we will continue to
build on our successes" the mayor said at a midtown press
conference, and it will "help us reach our goal of attracting 50
million tourists to the city by 2015."
At the press event,
officials showed off the campaign's central feature, a TV spot that
brings to life several city icons, including Yankee Stadium, Times
Square and the Staten Island Ferry. The TV ad also features an
updated version of "Take the A Train," a song that celebrates
Harlem and the subway that takes you there.
The TV ad will air
in France, Ireland, Spain and the U.K., as well as across the U.S.;
in addition, the ad can be seen on YouTube.com.
Outdoor and print
ads highlight a variety of segments of the New York experience,
whether food and entertainment or shopping and fashion. NYC &
Company said the outdoor advertising will appear on bus shelters in
Brazil, Italy, Portugal and Spain, and in several U.S. cities
including Boston, Miami, Philadelphia and San Antonio.
The print ads will
run in magazines and newspapers in Germany, Ireland, South Africa
and the U.K., as well as Boston and Philadelphia in the
The online piece of
the project, besides including banner ads at selected popular
sites, encompasses a revamped Web site at www.nycvisit.com. The
site now includes an interactive trip customization tool to assist
travelers in planning the right New York trip.
Based on the
results of a seven-question quiz, the tool -- with content from
"Time Out New York" -- generates matches for culture, shopping,
dining, hotel, event and nightlife choices. Users can save the
options they like to a personalized page.
at this week's press event were characterized as the first phase of
"This Is New York City," with later phases expected to further
delve into the many meanings of the theme.
In addition, the TV
NYC & Company
said the city is ahead of schedule for meeting Mayor Bloomberg's
goal of 50 million visitors by 2015, having counted 43.8 million
visitors in 2006.
contact the reporter who wrote this article, send e-mail to Nadine
Godwin at [email protected].