New York City CVB to launch TV ad blitz


NEW YORK -- NYC & Company, this city's convention and visitors bureau, is poised to launch the first nationwide television tourism campaign promoting New York City alone.

The bureau said the television ads will be funded primarily with a $3 million grant from the city's Economic Development Corporation. They will be launched later this spring and will be repeated in the winter in an effort to boost awareness of the city during months when visitor numbers drop.

New York City Mayor Rudolph Giuliani and bureau officials said the campaign comes at a time when a slowing U.S. economy threatens the city's $24 billion travel industry.

"As we face a potential slowdown in the economy, the timing of this TV campaign becomes even more important," said Cristyne Lategano-Nicholas, NYC & Company president.

Lategano-Nicholas said the TV ads will convey impressions about the city that were gleaned from focus groups conducted in the city's key feeder markets.

The bureau also unveiled a pilot program for city residents and visitors designed to boost attendance at attractions and tours on Tuesdays, traditionally the slowest day of the week in terms of tourist traffic.

Scheduled to be launched in April, the "2-fer-Tuesdays" promotion will include free or reduced-price admission for a second person at attractions. The program will be co-sponsored by New York Sightseeing Gray Line.

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