The campaign will encourage visitors to stay in Lower Manhattan's hotels, eat in its restaurants, shop in its stores and get a glimpse of all of what the neighborhood has to offer. Lower Manhattan continues to grow with new residents, businesses, cultural attractions and open space, and the 9/11 Memorial will begin welcoming visitors in September 2011.
The campaign will feature Lower Manhattan travel itineraries, special hotel offers, and other deals, and it will use outdoor media ads, a taxicab TV spot and a print campaign at John F. Kennedy International Airport. Mayor Bloomberg was joined at the announcement, which was held at Bayard's at Hanover Square in Lower Manhattan, by NYC & Company CEO George Fertitta, Assembly Speaker Sheldon Silver, Congressman Jerrold Nadler, State Senator Daniel Squadron, Council Member Margaret Chin, Cultural Affairs Commissioner Kate D. Levin, National September 11 Memorial and Museum President Joe Daniels, Community Board 1 Chairwoman Julie Menin, Alliance for Downtown New York President Elizabeth Berger and Trust for Governors Island President Leslie Koch.
"In less than four months time, the eyes of the world will be on Lower Manhattan, as we commemorate the 10th anniversary of 9/11 and open the Memorial," said Mayor Michael Bloomberg. "An important part of the story of 9/11 is how Lower Manhattan - an area many people said Osama Bin Laden's attack would turn into a ghost town - has come back in the past 10 years.
As the population doubled downtown, an incredible number of new restaurants, shops, hotels and attractions opened, and today Lower Manhattan is one of the most vibrant neighborhoods in New York City. Our new campaign will help ensure visitors from around the world know about that vibrancy and have an opportunity to take advantage of all that Lower Manhattan has to offer."
The NYC & Company-designed campaign will launch on June 1. It will include an array of travel itineraries; hotel offers promoting weekend stays with a Downtown Culture Pass and late check-out; 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 TV spot promoting Lower Manhattan; a new global social media initiative to highlight attractions and events in Lower Manhattan; and an initiative to promote Lower Manhattan to meeting planners.
A new welcome program at John F. Kennedy International Airport's Terminal 4 will also debut in June 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 encourage visitors to stay in Lower Manhattan, and, for those who stay elsewhere, it will encourage them to travel downtown by mass transit.