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New York launches $30m global ad campaign

NEW YORK - The mayor of New York, Michael Bloomberg, has unveiled a $30m Bartle Bogle Hegarty-devised global ad campaign, featuring the iconic sites of Times Square and Yankee Stadium, in an effort to attract 50m annual visitors to the city by 2015.

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The campaign, which features the strapline, "This is New York", will include TV, print, online and outdoor ads and will roll out in 10 countries across four continents, including the UK.

It will emphasise the city's credentials as a global tourist destination, as it aims to breakthrough the 50m annual visitors barrier.

BBH has created 30- and 60-second spots for NYC & Company, featuring iconic New York landmarks from across the five boroughs, including Coney Island, the Unisphere and the Staten Island Ferry.

The TV ads, which were filmed by Matthew Cullen and Jesus de Francisco, directors at Motion Theory, will screen in Spain, Ireland, France and the UK.

They include a Mint Royale remix of Ella Fitzgerald's version of 'Take the A Train' -- a song written by Billy Strayhorn, which celebrates Harlem and the subway line that travels there.

The agency has also created outdoor ads, which will run in Brazil, Portugal, Spain and Italy, featuring different aspects of New York life, including shopping and entertainment.

There are similarly themed print ads, which will appear in newspapers and magazines in the UK, South Africa, Germany and the domestic US press.

In addition, NYC & Company has revamped its website to include more manageable information for tourists visiting the city, including customised tools to suit user preferences, an interactive map and articles on hotels, attractions and transport. A series of interactive banners ads on Google, YouTube and Expedia are also planned.

Bloomberg said: "Tourism is essential to our economy, which is why we strengthened NYC & Company and committed additional resources to bring more and more visitors to our world class attractions.

"Everyone who has visited the city already knows about our unparalleled diversity, excitement, culture, shopping and entertainment -- but we want the rest of the world to know that our doors are open and there is something here for everyone to enjoy."

New York attracted around 44m visitors last year, and the $30m campaign will aim to increase that figure past the 50m mark in the next seven years.

George Fertitta, chief executive officer at NYC & Company, said: "Our goal was to create a campaign that would show visitors the true vibrancy, joy, energy and excitement that sets New York City apart from other destinations.

"We believe the multi-layered media elements, particularly the television spot, will create a feeling that will resonate with people worldwide, and inspire them to come and experience this remarkable city for themselves."

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