New York City Mayor Michael Bloomberg on Wednesday announced the start of a global communications campaign to promote the Big Apple throughout the world.
As the city's first global advertising campaign, the comprehensive, multilingual marketing strategy includes television, print, online and outdoor advertising in ten countries on four continents and uses the theme "This is New York City."
The aim of the campaign, with a cost of 30 million U.S. dollars in advertising for one year, is to ensure that New York City is aggressively promoted throughout the world in an increasingly competitive tourism industry.
"Tourism is essential to our economy, which is why we committed additional resources to bring more and more visitors to our world-class attractions" in New York City, Mayor Bloomberg said at a press conference held at NASDAQ Market Site in Times Square on Wednesday.
The mayor invited visitors around the world to experience the city's "unparalleled diversity, excitement, culture, shopping and entertainment." He said "Our message is simple -- 'This is New York City.'"
"With 'This is New York City,' our visually stunning and innovative marketing campaign, we will continue to build upon our successes and help us reach our goal of attracting 50 million tourists to the city by 2015, " said Bloomberg.
The innovative marketing campaign was created by NYC & Company, the official marketing and tourism organization for the City of New York, with their high-profile advertising agency Bartle Bogle Hegarty (BBH).
It is also the result of the mayor's continuing commitment to expanding the city's travel and tourism industry, said a news release from his office.
Nearly two years ago, Mayor Bloomberg created a single organization dedicated to promoting the city, NYC & Company, and announced 15 million dollars in additional annual funding to attract travelers.
Last year, New York City welcomed 43.8 million visitors, which supported more than 350,000 jobs and had an annual economic impact of nearly 25 billion dollars.
The city has been particularly successful in attracting visitors from abroad. The number of overseas visitors to New York City is up 9 percent since 2000, while overseas visitors to the United States as a whole decreased by 17 percent in the same time frame, according to the release.
Source: Xinhua
|
Comment
Tell A Friend
Print Format
Save Article