by NYC Editor , 03/31/2010
MAYOR BLOOMBERG AND AMERICAN AIRLINES ANNOUNCE PARTNERSHIPS THAT WILL ATTRACT MORE VISITORS TO NEW YORK CITY
Agreements Will Result in Ads in Other Markets that Promote Flights to New York City, Increased International Stopover Travel in City, and Funding for Future Marketing Efforts
NYC & Company Has Now Created Groundbreaking Promotional Agreements with Two Major Airline Carriers – American Airlines and JetBlue Airways
Mayor Michael R. Bloomberg and American Airlines CEO Gerard Arpey today announced New York City has reached a multimillion dollar, two-year agreement with American Airlines that will result in new ads promoting New York City in markets across the country. American Airlines and Jetblue Airways also announced an agreement that will offer increased connections between flights, bringing more travelers to New York City. NYC & Company will develop “Stopover & Stay” promotions to encourage people with connections in New York City to stay in the City for one or more nights. American also announced it will add new local routes and invest more than $30 million at John F. Kennedy and LaGuardia Airports. Joining Mayor Bloomberg at the announcement, which took place at the American Airlines Roundabout Theater in Manhattan, was Deputy Mayor for Economic Development Robert C. Lieber, NYC & Company CEO George Fertitta, Congressman Gregory W. Meeks and JetBlue Airways CEO Dave Barger.
“New York City continues to be a place where companies want to do business,” said Mayor Bloomberg. “Last year, New York City was the nation’s number one tourist destination in the U.S. for the first time in 20 years, and our $28 billion tourism sector continues to add jobs, generate revenue and enhance the vibrancy of the City. By creating the environment that attracts strong businesses to the City, we’re expanding the economy and improving the quality of life across the five boroughs. With commitments like the one American is making today, we are confident we can achieve our goal of drawing 50 million visitors to New York City annually by 2012.”
“Our announcements today demonstrate our strong commitment to New York, and we look forward to expanding that commitment in the months and years to come,” said American Airlines Chairman and CEO Gerard Arpey. “We have a long history in New York, and we’re going to grow those roots with new routes, new partnerships, even deeper local relationships, and the kind of service that New Yorkers expect and will attract more visitors and commerce to the city.”
Under the deal, American Airlines – the world’s second largest airline and founding member of the oneworld global air alliance – will help drive travel to New York City, by serving as NYC & Company’s exclusive airline carrier in a two-year promotional and advertising campaign, which will run through 2012. The promotional campaign they have sponsored is composed of two parts – a summer and fall domestic marketing campaign and a domestic “roadshow” to several major US cities in the fall of 2010. The partnership has a marketing value of $8 million, with NYC & Company to receive $3.5 million in cash – increasing its marketing operations by more than 15 percent – as well as an additional $4.5 million in advertising and promotional support. NYC & Company, New York City’s tourism, marketing and partnership organization, signed a similar marketing partnership with JetBlue in 2009.
In addition to partnerships with JetBlue and NYC & Company, American Airlines also announced a series of investments in the New York market designed to enhance the airline’s network, schedule, facilities and aircraft fleet at John F. Kennedy and LaGuardia Airports. Improvements include more than $30 million in airline terminal enhancements and upgraded aircraft. Starting in summer 2010, American Airlines and American Eagle will expand routes from New York adding a total of 31 new flights on 13 new routes to and from JFK and LaGuardia combined by the end of the year.
“Through NYC & Company’s innovative marketing campaigns and the strong commitment of private sector partners like American and JetBlue, New York remains on track to fulfill the Mayor’s goal of attracting 50 million visitors by 2012 – even in the midst of an international economic slow-down,” said Deputy Mayor Lieber. “Congratulations to George and his team, and thank you to American and JetBlue for their investment in New York City.”
In January, Mayor Bloomberg and NYC & Company announced that New York City was the number one travel destination in the United States in 2009, attracting more than 45 million visitors. While the overall overseas visitation to the City decreased in 2009 by an estimated 750,000 visitors compared to 2008, New York City was still the most popular U.S. destination for overseas visitors, with approximately 7.5 million tourists.
“This announcement is yet another great moment in the long partnership that NYC & Company has shared with American Airlines,” said NYC & Company CEO George Fertitta. “This partnership will combine strategic opportunities to drive travel to New York City through existing programs and new initiatives that will underscore New York City as an exciting destination in key domestic markets. By working with tourism partners who help New York City offer visitors a world-class travel experience, New York City will remain on course to achieve Mayor Bloomberg’s mandate to attract 50 million visitors annually by 2012.”
Last week, Mayor Bloomberg announced that JetBlue Airways would maintain and expand its headquarters in New York City relocating nearly 1,000 jobs to Long Island City, Queens by 2012 and grow by as many as 130 jobs.
“Today's announcement marks the start of an exciting interline agreement between two airlines with strong ties to New York,” said JetBlue Airways CEO Dave Barger. “As New York's hometown airline, JetBlue is pleased to provide connections to customers from across the country via our home base at JFK's Terminal 5 to international destinations served by American Airlines. This relationship will strengthen New York's position as a premiere gateway for both domestic and international airline travel.”
Building on the understanding that consumers appreciate value, NYC & Company will launch “Stopover & Stay,” a new promotion with American Airlines targeted to visitors flying through New York City who want to experience the best the City’s shopping, dining, culture, entertainment and attractions. This promotion will encourage visitors to travel throughout the five boroughs before departing for their final destination by incentivizing them with hotel offers and great deals throughout the City.
American Airlines has served the New York City market for more than 80 years. The airline plays a key role in New York’s economy, generating approximately $12 billion economic activity annually and supporting more than 100,000 jobs. American and American Eagle carry more than 13.6 million passengers to and from JFK, LaGuardia and Newark airports on more than 148,000 flights each year.