Floor to ceiling video screens flashed iconic scenes of New York at NASDAQ headquarters in Times Square on Wednesday, as Mayor Michael R. Bloomberg and NYC & Company debuted a $30 million global marketing campaign focused on attracting international tourists.
The multi-lingual, multimedia campaign, “This is New York City,” which includes television, print, online and outdoor advertising components, aims to attract 50 million tourists a year to New York by 2015. In 2006, 43.8 million tourists visited New York, of which 7.3 million were international tourists.
“We need tourism in this city. If Times Square is not crowded, that is a very big problem,” said Bloomberg.
Last year, tourists visiting New York supported 350,000 jobs and spent nearly $25 billion.
The crux of the campaign, a television spot with 30 and 60 second versions, highlights the food, fashion and culture of New York, and will air in Spain, Ireland, France and the United Kingdom, as well in domestic markets. A remixed version of Ella Fitzgerald’s “Take the A Train,” provides the background to the spot’s partially animated, at times surreal, depictions of New York.
As international tourism to the United States decreased by 17 percent since 2000, international tourism to New York increased 9 percent in the same time frame. A major goal of “This is New York City” is to continue this upward trend in international tourists for New York.
“The international traveler stays longer and spends more money,” said NYC & Company Board Chairman Jonathan M. Tisch.
The increasing value of the euro and the British pound, in comparison to the declining U.S. dollar, proves an enticing incentive for international tourists to visit New York.
In addition to the television spot, the campaign will run outdoor advertising on bus shelters in Brazil, Portugal, Italy and Spain, and domestically in Philadelphia, Boston, Miami and San Antonio. Print advertisements will run in newspapers and magazines in the United Kingdom, Ireland, South Africa, Germany, Boston and Philadelphia.
Interactive banner ads featuring the “This is New York City” campaign posters will run on Google, YouTube, and Expedia to attract visitors to nycvisit.com.
Nycvisit.com, NYC & Company’s revamped website is another major effort to attract international tourists in the “This is New York City” campaign. The website allows users to create a personalized trip to New York City, including hotel, dining, shopping, culture, event and nightlife options, complete with an interactive map.
“The website aims to reduce the bewilderment quotient for visitors. If we solve the problem of New York being big and complex, more tourists will come,” said Deputy Mayor Daniel L. Doctoroff.
This interactive, international marketing campaign hopes to ensure New York as a premiere global tourist destination.
“Globally we have gained the reputation of fortress America,” said Tisch. “We want to show the world we have secure borders, but open doors.”