New York City & Company, the tourism body, has launched its first global campaign to promote the city as an international tourism destination and to increase its visitor numbers to 50 million by 2015.
The £30m marketing push, created by Barle Bogle Hegarty New Yokk, will focus on the range of activities that the city has to offer and iconic images of the city including Yankee Stadium, Times Square and the Staten Island Ferry.
The campaign uses the strapline: “This is New York City” and will run across print, TV, online and outdoor activity in ten countries across the world including the UK and US. The outdoor and print campaigns will also highlight shopping, food and entertainment attractions in New York.
The campaign will be supported by joint promotions with UK brands such as Virgin Holidays, British Home Stores, Zoom Airlines and Superdrug to drive tourism to the city in the first quarter of 2008. The city’s website has also been revamped.