The cash will fund its Q4 initiative to target the UK, Ireland, the north-eastern US and Spain.
The entire £15 million initiative, which was created by Bartle Bogle Hegarty New York, incorporates online, TV, print and outdoor advertising in ten countries on four continents. As part of the campaign, the city's tourism web site has been revamped with customisation tools
NYC & Company has revamped its web site, www.nycvisit.com, in order to make a trip to the city more manageable. The enhanced web site features interactive customisation tools that let users create a NYC experience to match their personal interests. The tool generates hotel, dining, shopping, culture and nightlife options for each user based on the results of a seven-question quiz. Users can then select options and save them to a personalised page with an interactive map.
Interactive banner ads will also run on heavily trafficked web sites such as Google, YouTube and Expedia. "There's only one New York, but the interactive element of the campaign helps us to take its wonderful uniqueness and distil it down into tailored, personalised parts," said Angela Tribelli, vice-president, online strategy, at NYC & Company.
The campaign is part of the mayor's goal of attracting 50 million tourists to New York City by 2015.
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