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
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.