"This is New York City," the first-ever global multimedia communications campaign to promote New York City, started Wednesday and encompasses a multitude of advertising outlets, including TV, print, online and outdoor advertising in 10 countries on four continents. The project uses $30 million in advertising assets over one year and is a crucial part of the plan to achieve the mayor's goal of attracting 50 million tourists to New York City by 2015.
The TV spot has both 30- and 60-second versions. The spot will air across the U.S. and also in Spain, Ireland, France and the UK. Outdoor advertising will appear on bus shelters in Brazil, Portugal, Italy, Spain, Boston, Philadelphia, Miami and San Antonio. Print ads will run in magazines and newspapers in the United Kingdom, Ireland, South Africa, Germany, Boston and Philadelphia.
NYC & Company has also revamped its web site, [www.nycvisit.com], with interactive customization tools in an effort to make a trip to NYC more manageable. Interactive banner ads will run on web sites with a large volume of traffic, such as Google, YouTube and Expedia. The campaign also features partnerships with key international retailers and corporations. (MA)