CVB ads trumpet a 'Stronger Than Ever' N.Y.

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NEW YORK -- New York City this week will kick off a $40 million advertising campaign to counteract the tourism slump in the wake of the Sept. 11 terrorist attacks.

The campaign will incorporate the famous "I Love New York" slogan and feature well-known New Yorkers from the worlds of sports, entertainment, news and government.

It initially will feature television commercials with such notable New Yorkers as Yankee shortstop Derek Jeter, TV hosts Regis Philbin and Kelly Ripa, CNBC anchor Maria Bartiromo, actor Ben Stiller, New York governor George Pataki and New York City mayor Rudolph Giuliani.

The television ads will begin airing this week in New York and reach viewers within a 500-mile radius of the state.

In addition to television, the campaign will feature radio spots and print ads in newspapers, magazines, and travel trade publications. It also will include cooperative advertising with New York tourism industry associations such as hotels, convention and visitors bureaus and tourism promotion agencies.

The campaign will be funded jointly by the state and the Port Authority of New York and New Jersey, with each contributing $20 million. Meanwhile, New York City's convention and visitors bureau, NYC & Co., launched a separate campaign to lure visitors back into hotels, restaurants and attractions.

Called "Stronger Than Ever," it includes print ads in national and international newspapers and magazines thanking "all those around the world who have expressed support and concern for our incredible city" since the terrorist incidents.

It urges people to return to New York to spend money on hotels, museums, shopping, theater and restaurants.

"Everyone who loves New York can help by simply visiting the greatest city on earth," the ad says. "Come for a weekend. See a show. Visit a museum. Eat at a restaurant. Go shopping."

The ads will run in dozens of publications, including all 17 Conde Nast magazines, the New York Post, USA Today and specialty tourist magazines nationally and abroad.

In a sign of solidarity with the city, the magazines are donating ad space, and the advertising and design firms that created the campaign did so free of charge.

Broadway is set to release its own campaign to boost sagging business. The theaters are producing a 30-second TV spot that features some 500 performers from 18 Broadway shows singing "I Love New York" in Times Square.

The spot also will be used as trailers in movie theaters to get audiences back to Broadway.

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