New York City has launched a new global campaign to persuade people to visit as it tries to hit its ambitious annual visitor target of 50 million by 2012.
The city, which is the most popular tourist destination in the United States, unveiled its “See More. Be More. This is New York City” campaign last week, which will run in countries around the world.
By focusing on all five boroughs of New York City (Manhattan, Brooklyn, Queens, The Bronx and Staten Island), the campaign is expected to further broaden the appeal of lesser-known areas such as Brooklyn.
The $30 million campaign includes partnerships with American Express, American Airlines and Travelocity, who will offer promotional packages to the city including double Membership Reward points from American Express, flight deals from American Airlines and travel deals from Travelocity.
As well as television spots, printed material and online adverts, visitors will be able to connect with the city on Twitter and Facebook as well as downloading specific itineraries for family, gay, shopping or one- or two-day trips at the campaign’s microsite.
New York City welcomed 45.6 million US and international visitors in 2009, a fall of around 1.4 million on 2008.
However, tourism officials say that the city is well on its way to meeting the 50 million by 2012 target set by mayor Michael Bloomberg, leaving Orlando, the nation’s second most popular destination, trailing in its wake.