NYC & COMPANY ANNOUNCES THE RETURN OF GET MORE NYC THIS SUMMER; PROMOTIONS START TODAY

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NYC & COMPANY ANNOUNCES THE RETURN OF GET MORE NYC THIS SUMMER; PROMOTIONS START TODAY

—American Express, American Airlines, Travelocity, THE SMURFS® and Cirque du Soleil Join NYC & Company in Offering Hotel, Flight and Retail Deals, Special Itineraries, and More This Summer—

New York City (June 21, 2011)—NYC & Company, New York City’s marketing, tourism and partnership organization, today announced the return of Get More NYC, highlighting special summer offers across retail, dining, culture, entertainment and hotels. The marketing and promotional campaign is designed to drive tourism and boost the local economy during the summer months. NYC & Company has partnered with American Express, American Airlines, Travelocity, Cirque du Soleil, and Columbia Pictures’ and Sony Pictures Animation’s The Smurfs® as this year’s Get More NYC summer family ambassadors, bringing New Yorkers and visitors unprecedented value this summer.

“Through collaboration with our corporate partners, this newest Get More NYC campaign offers residents and visitors to New York City extra value this summer,” said George Fertitta, CEO of NYC & Company. “There has never been a better time to plan a trip to one the nation's most popular tourist destination. With beaches, waterfront parks, culture and entertainment, New York City has more to do and see than anywhere else in the world.”

Throughout the summer, great fares will be available from American Airlines, and starting in July the Get More NYC American Airlines Sweepstakes offers two entrants each a chance to win two first-class round-trip tickets.*  One set of winners will receive an exclusive New York City weekend, including day passes to an American Airlines Admirals Club® Lounge in both in New York and their city of departure, a three-night stay at the Gansevoort Park Avenue NYC, dinner for two at any BR Guest Hospitality restaurant and show tickets to the American Airlines Theatre. Entry for the sweepstakes ends on September 15. Visitors can book their entire vacation, from flight to hotel to attractions, at AA.com.

“There is nothing like New York in the summer,” said Art Torno, Vice President – New York for American Airlines. “Visitors never run out of great things to see and do in the City. American is delighted to partner with NYC & Company in this campaign and to offer great summer fares, as well as first-class round-trip tickets, day passes to our Admirals Clubs lounges and tickets to the American Airlines Theatre to the winner of our Get More NYC American Airlines Sweepstakes.”

*Two (2) Roundtrip First Class Travel Authorization Certificates (each a “Travel Certificate”) will be awarded on American Airlines or its “Airline Associates” (American Eagle, Executive Airlines or the AmericanConnection® carrier from any city served by American Airlines or its Associates in the 48 contiguous United States to the North American destination of winner’s choice.

To support local New Yorkers and businesses, for the second summer, American Express Cardmembers will receive 3X Membership Rewards® points from August 1 to September 15 at shops, restaurants, entertainment venues and more when they register their rewards program–enrolled American Express® Card beginning July 18.

Travelocity will offer hotel deals at up to 30 percent off, and those who book their stay with an American Express Card will receive an extra 10 percent off.

Beginning today, THE SMURFS will serve as the Get More NYC summer family ambassadors. The first week of July, the Smurfed in the City Sweepstakes will offer a chance to win tickets to attend the blue-carpet premiere of The Smurfs in New York City on July 24. Enter the sweepstakes on your phone via QR Code or online at nycgo.com/getmorenyc. Stay tuned to learn about more Smurfy activities in July. The Smurfs will be released in theaters on July 29.

The Smurfs make their first 3D trip to the big screen in Columbia Pictures/Sony Pictures Animation’s hybrid live-action and animated family comedy, The Smurfs. When the evil wizard Gargamel chases the Smurfs out of their village through a magical portal, they land in the middle of New York’s Central Park. Just three apples high and stuck in New York City, the Smurfs must find a way to get back to their village before Gargamel tracks them down. Directed by Raja Gosnell. The producer is Jordan Kerner. The screenplay is by J. David Stem & David N. Weiss and Jay Scherick & David Ronn from a story by J. David Stem & David N. Weiss, based on the Characters and Works of Peyo. SMURF, and all Smurfs characters ©Peyo. All Rights Reserved. “Smurf” and “The Smurfs” are registered trademarks of STUDIO PEYO.

“From the very beginning, NYC & Company saw the event potential in The Smurfs, so we’re excited to be teaming with them to build this promotion,” said Marc Weinstock, President, Worldwide Marketing, Sony Pictures Entertainment.

Those interested in seeing a show while visiting New York City can receive 20% off tickets to Cirque du Soleil Zarkana when they book online at nycgo.com/getmorenyc. Zarkana recently debuted at Radio City Music Hall on June 9, and is a high-flying spectacle that tells the story of Zark, a magician on a quest to find his lost powers.

“Cirque du Soleil is thrilled that our new acrobatic spectacle, Zarkana, is part of the Get More NYC summer campaign with specially priced tickets to experience the edge-of-your-seat excitement at the legendary Radio City Music Hall,” said Jerry Nadal, Cirque du Soleil Senior Vice President.”

In addition, from today to July 31, visitors and New Yorkers will receive 20% off at tours & attractions, museums, restaurants and more throughout all five boroughs. A complete list of participating venues will be available tomorrow at nycgo.com/getmorenyc.

Another highlight of NYC & Company’s Get More NYC summer campaign is Get More NYC: Lower Manhattan, which launched on June 1 and showcases the recovery and revitalization of Lower Manhattan in the last decade. The campaign includes travel itineraries, hotel incentives, and special offers at Lower Manhattan shops, restaurants, attractions and cultural institutions.

Get More NYC is a domestic and international campaign supported by $14 million in media value that fully integrates dining, shopping, arts, culture, museums, comedy, hotels, Broadway, transportation and attractions by providing exclusive offers and savings for visitors and locals. Get More NYC will continue in the fall with such programs as Off-Broadway Week, Broadway Week, and Amtrak promotions. For more details on all of NYC & Company’s summer programs and offers, check nycgo.com/getmorenyc.

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 the official source on all there is to see and do in New York City, visit nycgo.com.

About American Airlines:
American Airlines, American Eagle and AmericanConnection® serve 250 cities in 40 countries with, on average, more than 3,400 daily flights. The combined network fleet numbers more than 900 aircraft. American's award-winning website, AA.com®, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld® Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members serve approximately 750 destinations in nearly 150 countries and territories. American Airlines, Inc., and American Eagle Airlines, Inc., are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection, AA.com, We know why you fly, Admirals Club® lounges and AAdvantage are trademarks of American Airlines, Inc. (NYSE: AMR)

About American Express:
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Merchant Services is the merchant network of American Express, which acquires and maintains relationships with millions of merchants around the globe, which welcome American Express-branded Cards.

About Travelocity Global:
Travelocity(r) is committed to being the traveler's champion-before, during and after the trip-and provides the most comprehensive and proactive guarantee in the industry (travelocity.com/guarantee). This customer-driven focus, backed by 24/7 live phone support, competitive prices and powerful shopping technology has made Travelocity one of the largest travel companies in the world. Travelocity also owns and operates: Travelocity Business(r) for corporate travel; igougo.com, a leading online travel community; lastminute.com, a leader in European online travel; and ZUJI, a leader in Asia-Pacific online travel. Travelocity is owned by Sabre Holdings Corporation, a world leader in travel marketing and distribution.

About the Smurfs:
The story of the Smurfs—a property created by Peyo—started in 1958 with the creation of comic books that were later brought to both the big and small screen. Over the years, the little blue characters haven’t just limited themselves to the page and the screen. They have inspired records and CDs that have sold millions of copies, entire collections of figurines and toys, and many more products. In all, more than 3,000 derived products have been produced and leading brands and companies have spread their messages worldwide with the help of the Smurfs. A multitude of new projects appear regularly, thus making the success of the Smurfs planetary!

About Sony Pictures Entertainment:
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 140 countries. Sony Pictures Entertainment can be found on the World Wide Web at sonypictures.com.

About Sony Pictures Animation:
Sony Pictures Animation produces a variety of animated entertainment for audiences around the world. The studio is following its 2009 worldwide hit, the mouth-watering 3D comedy Cloudy with a Chance of Meatballs, and the 2007 Academy Award®–nominated Surf's Up with a full slate of feature films, including the live-action/animation hybrid film The Smurfs (3D) and the family comedy, Hotel Transylvania (3D). The division is also in production with Aardman Animations on two feature films, the CG-animated family comedy Arthur Christmas (3D) and the stop-frame animated high-seas adventure, The Pirates! Band of Misfits (3D). Open Season 3, the third adventure in Sony Pictures Animation’s successful Open Season franchise, was released on DVD and Blu-Ray January 2011. Sony Pictures Animation is an operating unit of Sony Pictures Digital Productions.

About Lafig Belgium S.A.:
Lafig Belgium is the owner of the rights to produce audio-visual works based on the Smurf universe and of the Smurf worldwide licensing rights (together with IMPS). Lafig Belgium is controlled by the heirs of Pierre Culliford, better known under his pseudonym Peyo, the author/creator of the Smurfs. For 50 years, the Culliford family has controlled the Smurf characters and all licenses worldwide.

About Cirque du Soleil:
From a group of 20 street performers at its beginnings in 1984, Cirque du Soleil is a major Québec-based organization providing high-quality artistic entertainment. The company has more than 5,000 employees, including more than 1,300 artists from close to 50 different countries. Cirque du Soleil has brought wonder and delight to more than 100 million spectators in 300 cities on six continents. In 2011, Cirque du Soleil will present 22 unique shows simultaneously around the world. For more information, visit cirquedusoleil.com.

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