NEW YORK – On the heels of last week’s announcement of New York City’s record year in tourism with 48.7 million visitors, New York City today announced the latest marketing and promotional campaigns to drive tourism and boost the local economy during the historically slow travel months of January and February. Deputy Mayor for Economic Development Robert Steel and NYC & Company CEO George Fertitta were joined by Broadway star Harvey Fierstein, celebrity chef David Burke, and corporate partners American Express, American Airlines, AT&T, Travelocity, Nickelodeon and Time Out New York at the R Lounge at the Renaissance New York Hotel Times Square to encourage residents and visitors to experience marketing campaigns including the City’s first-ever Broadway Week, the Get More NYC campaign, the return of the Off-Broadway promotion On the House and NYC Restaurant Week. The winter initiatives are designed to encourage tourism growth across the five boroughs in the lead-up to achieve Mayor Bloomberg’s goal to attract 50 million visitors annually to New York City by 2012.
“After a record year for tourism in terms of jobs, visitation and spending, we look forward to an even more successful 2011,” said Deputy Mayor for Economic Development Robert Steel. “These strategic marketing programs developed by NYC & Company will help to boost economic activity across the five boroughs for thousands of businesses across New York City and the 320,000 New Yorkers employed by the tourism industry.”
“Today’s announcement is the culmination of a promotional campaign that began this past fall during the City’s first-ever domestic road show to promote travel to New York City, and we thank our corporate partners American Express, AT&T, American Airlines, Travelocity, Nickelodeon’s Dora the Explorer and Time Out New York, who have helped us to create our most robust winter savings program ever,” said George Fertitta, CEO of NYC & Company. “Today we want to remind everyone that there is no better time to visit New York City or – if you you’re already a New Yorker – to take advantage of all our great City has to offer.”
The Get More NYC campaign, with programs offered throughout January and February highlights special offers across retail, dining, culture, entertainment and hotels. To support local New Yorkers and businesses, American Express® Cardmembers will receive triple Membership Rewards® points from January 24 to February 28 at over 300 shops, restaurants, entertainment venues and more when they register their rewards program–enrolled American Express Card starting today.
“New York has so much to offer all year long, and the Get More NYC campaign really shows off the best of winter in the City,” said Lisa Skiptunis, Vice President, New York City Client Management, American Express. “American Express is proud to once again partner with NYC & Company and our merchants to offer terrific value and experiences to our Cardmembers.”
Today, during the first-ever Broadway Week, January 24–February 10, two-for-one tickets go on sale for 18 popular Broadway shows. Theatergoers can also enter the official AT&T Broadway Week Sweepstakes for a chance to win Broadway tickets for an entire year. For more information, visit nycgo.com/getmorenyc.
“As a long time fan of Restaurant Week and all of NYC & Company’s programs that strive to increase tourism and provide value for everyone, I couldn’t be happier that Broadway is partnering with them on the first-ever Broadway Week. As over 60 percent of our theatergoers are from outside of the tristate area, Broadway is undeniably a major tourist draw,” said Charlotte St. Martin, Executive Director of The Broadway League. “NYC & Company’s efforts make Broadway stronger than ever, and we are so pleased to be able to present world-class shows to help draw tourists to New York City and to provide extra value to New Yorkers.”
“We’re thrilled to be the official wireless sponsor for Get More NYC and are excited to help kick off Broadway Week,” said Mark Wiltrakis, Associate Director (NE & SE), Media Services at AT&T. “Broadway has always been a must-see attraction and now through our partnership with NYC & Company and the Broadway League, even more people will have the opportunity to enjoy the magic of theater. In particular, the AT&T Broadway Week Sweepstakes will give some of our 85.1 million customers a chance to watch their favorite performers completely free for an entire year.”
American Airlines continues to offer flight deals throughout the winter; the Get More NYC American Airlines Sweepstakes offers registrants a chance to win an exclusive NYC weekend for two. Winners will stay at the Hilton New York, dine at the celebrated db Bistro Moderne and enjoy a night of live entertainment. Winners will also receive first-class, round-trip tickets on American Airlines, complete with day passes to the American Airlines Admirals Club® Lounge.
“All the things that make New York great are now more affordable, thanks to the Get More NYC campaign,” said Art Torno, American Airlines Vice President – New York. “NYC & Company and American Airlines have once again partnered to offer world-class travel experiences and special limited-time fares for the millions of people who will be visiting New York in the New Year.”
Visitors and residents can also discover New York City with special itineraries from The Travelocity Roaming Gnome and Dora the Explorer on nycgo.com.
Additional NYC & Company winter programs include:
NYC Restaurant Week® features more than 300 participating restaurants, including 35 new eateries, making it the largest NYC Restaurant Week in the program’s 19-year history. The culinary celebration runs from January 24 to February 6, and offers three-course prix-fixe lunches for $24.07 and three-course prix-fixe dinners for $35. (Saturdays excluded; Sundays optional. Beverages, taxes and gratuities are not included.) NYC Restaurant Week Winter 2011 is supported by Founding Sponsor American Express and Participating Sponsor Travelocity. For more information on NYC Restaurant Week, visit nycgo.com/restaurantweek; reservations, powered by OpenTable, open January 12.
“Travelocity is thrilled to be a part of New York City’s Restaurant Week,” said Andy Donkin, Senior Vice President Global Marketing and Media, Travelocity. “This event aligns perfectly with our desire to deliver great travel and value-added lifestyle experiences to our customers, and of course there is nothing The Roaming Gnome enjoys more than traveling to a world-class event to add his own sense of fun and surprises.”
The third annual On the House, an Off-Broadway program supported by media partner Time Out New York, offers two-for-one tickets to more than 30 Off-Broadway performances from January 24 to February 13. An Off-Broadway theater has 100 to 499 seats, offering an intimate setting for theatergoers. Also, for the first time, On the House participants who show their Off-Broadway ticket stub will receive two-for-one drink specials at 17 City restaurants. For more information, visit nycgo.com.
“Last year, the On the House promotion was extremely successful, with 6,285 tickets sold. On behalf of the Off-Broadway League, we are thrilled to be partnering with NYC & Company to boost Off-Broadway ticket sales during the historically slow months of January and February,” said George Forbes, President of the Off-Broadway League. “With over 30 participating shows this year, the On the House two-for-one ticket promotion offers an affordable platform for residents and visitors to enjoy the excitement of an Off-Broadway performance.”
“Time Out New York is pleased to be working with NYC & Company and the Off-Broadway community as the media sponsor of the third annual On the House promotion,” said Marisa Farina, EVP/Group Publisher for Time Out North America. “Off-Broadway is a staple of New York City’s entertainment industry, and Time Out New York encourages theatergoers to take advantage of this terrific offer.”
The Signature Collection Third Night™ promotion gives visitors a Third Night free at participating hotels after they book and pay for two consecutive nights from January 2 to March 7. The Signature Collection is a selection of New York City’s finest hotels, and this Third Night promotion includes first-time participants The Chatwal New York and The Setai Fifth Avenue. Plus, the Saks Fifth Avenue flagship store will offer a VIP shopping package, which includes an exclusive personal-shopping experience, special savings and a complimentary coffee and dessert at Cafe SFA, to Third Night guests. For more information, visit nycgo.com/thirdnight.
NYC & Company, together with AT&T, will place a spotlight on Harlem in February, during Black History Month. Destination: Harlem, February 2011: Black History Month will feature new ways for New Yorkers and visitors to explore the neighborhood and take advantage of some of the best culture, restaurants and entertainment that New York City has to offer. Cultural institutions highlighted throughout the month include: the Apollo Theater, Dwyer Cultural Center, El Museo de Barrio, Harlem Stage, the Museum of the City of New York, the Schomburg Center for Research in Black Culture, and The Studio Museum in Harlem. For more information, visit nycgo.com beginning January 19.