NYC to spend $30 million on ad campaign to boost tourism

(Stephanie Keith/Getty Images)

By Isoken Osagie

(NEW YORK) New York City is allocating $30 million to an advertising campaign aimed at reviving the city's tourism and business industries.

According to NY1, Mayor Bill de Blasio announced the news at a press conference on Wednesday, highlighting that the campaign set to start in June will be the most expensive marketing effort in the city’s history.

"We need to celebrate it, and we need to let people know we're open for business," said De Blasio, per NY1. "Come to the city that's been so heroic during this crisis."

The campaign will initially target domestic travelers, who typically account for 80% of New York City’s tourists, said Fred Dixon, president and CEO of NYC & Company, the city’s official tourism group.

The campaign will run the ads on multiple platforms, including social media and even enlist the help of social media influencers.

Additionally, the city will use federal stimulus programs to purchase television ads including a "Wish You Were Here at NYC" campaign, in which New Yorkers invite friends to visit the city, per ABC 7 NY.

NY1 reports that in 2019, the city saw an all-time high of 66.6 million individual trips, generating about $47.4 billion in direct spending.

Amid the COVID-19 pandemic, NYC & Company predicted last year that New York City's tourism industry would not return to normal until 2025.

According to ABC 7 NY, the city expects to see 36.4 million visitors this year.

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