From American Airlines' new terminal at JFK, New York Mayor Michael Bloomberg on Wednesday unveiled a five-borough focused tourism marketing and ad campaign called "Just Ask the Locals." The campaign includes a tourist hotline that offers insider tips from New York's celebrity residents like Robert De Niro, Tiki Barber and Chuck Close, and a new tourism web site. The initiative also includes distribution of maps that provide guided tours of favorite neighborhoods of New York celebrities and tip cards for navigating the city, which will be available from hotels and tourism ambassadors - identifiable by a "Just Ask the Locals" button-scattered throughout the streets of New York. The campaign will be a focal point of American's new $1.3 billion terminal at JFK. "From the moment they step off the plane, this innovative campaign will welcome our visitors in true New York fashion and thank them for the important role they play in our city," said George Fertitta, CEO of New York's tourism and marketing organization, NYC & Company, who added that "Just Ask the Locals" is in effort to combat declining visitation numbers to the U.S. Visit [www.nycvisit.com].