NEW YORK CITY LAUNCHES COMMUNICATIONS EFFORT TO ENCOURAGE AND WELCOME WORLD TO LOWER MANHATTAN TO EXPERIENCE THE REBIRTH OF ONE OF NYC’S MOST ICONIC NEIGHBORHOODS
Campaign Highlights Downtown Attractions, Shops, Restaurants and Hotels; Includes New JFK Airport Welcome Program and Innovative Global Social Media Initiative
9/11 Memorial Will Welcome Visitors to Lower Manhattan Beginning in September
San Francisco, CA (May 24, 2011) — On the heels of Mayor Michael R. Bloomberg’s press conference last week to announce Get More NYC: Lower Manhattan, New York City officials today outlined full details of the global campaign designed to promote Lower Manhattan to visitors and travel media. Get More NYC: Lower Manhattan, which was designed to illustrate the recovery and revitalization of Lower Manhattan in the last decade, begins June 1. The campaign will encourage visitors to stay in Lower Manhattan’s hotels, eat in its restaurants, shop in its stores and experience all the neighborhood has to offer. Lower Manhattan continues to grow with new residents, businesses, cultural attractions and open space, including the 9/11 Memorial, which will open to visitors on Sept. 12, 2011.
The announcement took place during the U.S. Travel Association’s International Pow Wow in San Francisco, the premier international marketplace and largest generator of U.S. travel. During the press conference, Mayor Michael Bloomberg delivered a pre-taped video address to an audience of leading international travel writers and travel industry partners, which was led by NYC & Company CEO George Fertitta and National September 11 Memorial & Museum President and CEO Joe Daniels.
“A crucial part of the story of September 11th is how Lower Manhattan – an area many people said would turn into a ghost town – has come back in the past 10 years,” said New York City Mayor Michael R. Bloomberg. “People from across the country - and around the world have contributed to its revival, and now we want our visitors to see that full recovery for themselves. Lower Manhattan is where the first chapters in the remarkable story of New York City were written four hundred years ago. And it’s where the next installment of New York City’s story is being written today.”
“In the months and weeks leading up to the 10th anniversary of September 11 and the opening of the 9/11 Memorial, Lower Manhattan will be a focal point for the world,” said George Fertitta, CEO of NYC & Company. “We are prepared and look forward to welcoming visitors and locals to Lower Manhattan and encouraging them to experience a neighborhood that has seen a dramatic revitalization in the last decade.”
Get More NYC: Lower Manhattan will formally begin June 1. It will include new travel itineraries; consumer hotel offers promoting weekend stays with a complimentary Downtown Culture Pass; 20-percent-off offers at Lower Manhattan shops, restaurants, attractions and cultural institutions; outdoor media ads promoting Lower Manhattan throughout the City’s five boroughs; a taxicab monitor spot promoting Lower Manhattan; and an initiative to promote Lower Manhattan to meeting planners. The area of Lower Manhattan includes the neighborhoods of Financial District, Battery Park City, as well as the City’s waterfront harbor, which provides easy access to Brooklyn and Staten Island.
A key part of the Get More NYC: Lower Manhattan campaign is a new welcome program at John F. Kennedy International Airport’s Terminal 4, which will launch this summer with colorful and vibrant posters, wall clings and column wraps showing imagery of the City with a particular emphasis on Lower Manhattan. The campaign will promote Lower Manhattan as a place to stay, and for those who stay elsewhere, it will encourage them to travel downtown by mass transit.
To communicate all of what Lower Manhattan and the City’s five boroughs has to offer, NYC & Company also today announced a global social media initiative to promote the City’s attractions and events to key international markets. A first for a U.S. destination, NYC & Company will reach international consumers, journalists and the travel trade in nine of its international markets via customized, language-specific Facebook and Twitter feeds in Australia, Brazil, Canada, France, Germany, Italy, The Netherlands, Spain and the United Kingdom. In addition, NYC & Company also today announced a new press-specific Twitter feed for media at the Twitter handle @nycgo_press. ‘Follow’ and ‘Like’ the international Facebook and Twitter accounts to learn more.
NYC & Company is also developing an expanded press photo and media library available through nycgo.com that will provide more images and video of all five boroughs – and Lower Manhattan in particular. NYC & Company hopes to work directly with the media outlets worldwide to tell the story of a revitalized Lower Manhattan through new and updated imagery.
Also part of the campaign will be geo-targeted content on nycgo.com’s mobile site (m.nycgo.com) highlighting venues in Lower Manhattan, must-see listings and maps. To access the site, users can type “nycgo.com” into their mobile phone’s browser. Using the “What’s Nearby” feature, users can access top attractions, museums, restaurants, shops, bars and clubs with maps, navigation and descriptions, all near the visitor’s current location.
In addition, the NYC CityStore, the official store of the City of New York, will offer a 20 percent discount on all merchandise from June 21 to July 31.
Complete information on the Get More NYC: Lower Manhattan campaign can be accessed beginning on June 1 at nycgo.com/getmorenyc.
After a dedication ceremony on September 11, the 9/11 Memorial will open to the public the day after. While World Trade Center construction continues, access to the Memorial will be managed through a free online timed reservation system, which will go into effect in July at 911memorial.org. The 9/11 Memorial staff is taking major steps to help minimize the impact of charter tour buses on the Lower Manhattan community by working with the tourism industry to set up a Transportation Partners Program. Transportation Partners will offer alternatives to tour buses, such as ferries to Lower Manhattan and hop-on/hop-off buses, which will not require parking. Group visitors will be encouraged to use Transportation Partners to travel to the Memorial. Through the timed reservation system and the Transportation Partners Program, visitors can also plan itineraries that encourage them to experience other historic sites and attractions in Lower Manhattan.
“This September the public will be able to pay their respects at the 9/11 Memorial and stand in the heart of the World Trade Center site, witnessing the historic rebuilding taking place around them,” said 9/11 Memorial President and CEO Joe Daniels. “We look forward to helping the public plan visits to the Memorial and we will encourage them to take advantage of all that Lower Manhattan has to offer.”
Cultural events and festivals will again enliven Lower Manhattan this summer. The latest Public Art Fund exhibit in City Hall Park, Sol LeWitt: Structures, 1965–2006, the first outdoor career survey of the artist’s sculptures and featuring 27 works, some as tall as 26 feet, opens today in City Hall Park. Governors Island—just a free ferry ride away—will again feature a diverse array of art exhibits and cultural and recreational programs that are free to the public, including the exhibition Mark di Suvero at Governors Island: Presented by the Storm King Art Center, the largest outdoor presentation of di Suvero’s sculptures to be shown in New York City since 1975. The 10th anniversary of the River to River Festival, Lower Manhattan’s largest free summer arts festival, will once again feature music, film, dance, theater and art in a variety of public venues. For a calendar of events, visit nycgo.com/annualevents or nyc.gov.
Since 2001, Lower Manhattan has experienced remarkable growth in the number of visitors and hospitality-related services. Nearly 20 hotels with an estimated 5,000 hotel rooms are located in the downtown area, and three new hotels with a total of 769 rooms will debut later this year. Several new hotels have already opened their doors in Lower Manhattan, including the World Center Hotel, Andaz Wall Street, W New York – Downtown and the DoubleTree by Hilton New York City–Financial District. In addition, dining establishments SHO Shaun Hergatt, The Libertine Restaurant, The Capital Grille Wall Street and luxury brands like Hermes have recently joined long-time Lower Manhattan businesses, such as Bayard’s, Adrienne’s Pizzabar, Cipriani Wall Street and the shops at South Street Seaport shops. Visitors who need help navigating Lower Manhattan can consult with Information Specialists at the Official NYC Information Kiosks in Chinatown and at City Hall Park.
“Lower Manhattan today is the model for a new kind of an around-the-clock, global, mixed-use business district where people live, work and play,” said Elizabeth H. Berger, President of the Alliance for Downtown New York. “Thirty billion dollars in public and private investment in the last decade have created thousands of new apartments, acres of new parks, five new ferry landings, two European-style restaurant rows, hundreds of exciting retailers and a fantastic roster of hotels, triple the number we had 10 years ago. And as a result of all of this activity, 9 million people visited Lower Manhattan last year—a 26 percent jump from 2008—and our population has more than doubled to 56,000 over the last decade. For 400 years, we’ve mastered the art of reinvention in Lower Manhattan—and we’ve always prevailed as an active innovative center of urban life. Here’s to 400 more.”
Tourism to New York City’s five boroughs reached record levels in 2010, with 48.7 million visitors and $31 billion in visitor spending. New York City’s remain the number one destination in the U.S. for overseas travelers and the number one destination for domestic visitors. NYC & Company remains on track to achieve Mayor Bloomberg’s goal of 50 million annual visitors by 2012. Tourism is the City’s fifth largest industry, supporting 320,000 jobs in the City’s hospitality and leisure sector.
About NYC & Company:
NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For more information, go to nycgo.com.