Big Apple debuts 'This Is New York City' campaign

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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 U.S.

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.

Features described 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 spot

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.

To contact the reporter who wrote this article, send e-mail to Nadine Godwin at [email protected].

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