NEW YORK The Big Apple s tourism business will get a major boost via a $3-million grant for the city s convention and visitors bureau to produce a television advertising campaign set to launch this year, HOTEL BUSINESS. has learned. The initiative was presented by Cristyne Lategano-Nicholas, president/CEO of NYC & Company, the city s tourism marketing arm, and Mayor Rudolph Giuliani, during NYC & Company s annual meeting here.
A short in-progress film was debuted that mixed together focus group participants explaining why they come to New York City with sweeping images of the destination.
Although the city s hotels have been enjoying record occupancy levels, with more than 38 million visitors last year, the first-ever consumer campaign dedicated specifically to NYC will create an aggressive nationwide advertising campaign to promote the city as the premier tourist destination, according to the Mayor.
The campaign also is seen as a hedge against the potential effects any overall economic slowdown might have on the city s $24 billion travel industry.
When and in which markets the campaign will roll out has not yet been determined. (2/8/01) Stefani C. O Connor