'Just Ask The Locals' Tourist Ad Campaign Launched

Photo Spencer T. Tucker Mayor Bloomberg launches the first phase of "Just Ask The Locals", the City's first-ever five-borough marketing and advertising campaign to make visitors feel more welcome, thank them for visiting and help them navigate New York City.

Mayor Michael R. Bloomberg last week launched the first phase of "Just Ask The Locals," the city's first-ever five-borough marketing and advertising campaign to make visitors feel more welcome, thank them for visiting and help them navigate New York City. The campaign, which started August 29, includes outdoor advertising throughout the five boroughs, insider tips from celebrity residents available on a tourist hotline and a new tourism Web site. Other elements include color maps that provide guided tours of celebrity residents' favorite neighborhoods and tip cards with the 10 essential things to know when navigating the city, which will be distributed in hotels and by teams of tourism ambassadors on the streets.

The mayor announced the campaign at the unveiling of the state-of-the-art, $1.3 billion American Airlines terminal at John F. Kennedy International Airport. The terminal itself will serve as a campaign focal point, with advertisements for "Just Ask The Locals" lining the corridors to create a comprehensive welcoming experience for passengers. The mayor was joined by American Airlines Chairman and CEO Gerard J. Arpey, Port Authority of New York and New Jersey Chairman Anthony R. Coscia, Port Authority Executive Director Anthony E. Shorris, NYC & Company Board Chairman Jonathan Tisch and NYC & Company CEO George A. Fertitta.

"New York City truly is the world's second home, which is why so many people from across the globe make this a destination for their vacations and holidays," Bloomberg said. "New Yorkers have always been welcoming and friendly, but not enough people around the world know it. So now we're going the extra mile to make visitors feel even more at home by offering a helpful piece of advice, an insider's tip or just a friendly smile as they explore and enjoy all the wonderful attractions here in our city. This new and engaging welcome campaign will help us continue to grow the tourism industry, even as the rest of the country has experienced a decline in international tourism."

"We're excited to be joining NYC & Company in the 'Just Ask The Locals' campaign," Arpey said. "The timing is perfect, given the completion of our new JFK terminal, one of the premier international arrival and departure facilities in the world. We're giving visitors to New York City a great first impression with our state-of-the-art facility, which includes 1.58 million square feet, two new Admirals Clubs and a Flagship Lounge. From our speedier security and customs processing to the New York City-themed art on the walls, our new terminal is producing a more convenient, welcoming and enjoyable travel experience for visitors and New Yorkers alike."

At more than 1.58 million square feet, the new JFK terminal is one of the travel industry's premier international arrival and departure facilities. The terminal includes 84 ticketing positions, 44 self-service check-in machines with both domestic and international check-in capabilities, security checkpoints capable of handling 1,800 travelers per hour and a new U.S. Customs and Immigration facility that can handle 1,600 travelers per hour, as well as a state-of-theart, in-line security baggage system to expedite passenger processing times.

"The completion of this terminal represents more than just concrete, bricks and steel," Congressmember Gregory Meeks (DJamaica) said. "It symbolizes the strength of character of the people at American Airlines who have sacrificed much under extraordinary circumstances for this project- the largest private investment ever in Southeast Queens. New York City made a great choice in launching their tourism campaign in this awesome terminal and all it represents."

"The United States, according to interna- tional surveys, has the world's worst entry process and that has very serious consequences for our economic as well as national security," Tisch said. "The new American Airlines terminal and New York City's 'Just Ask The Locals' campaign are at the forefront of making the entry process more welcoming and will quickly become the model that others will want to emulate."

"From the moment they step off the plane, this innovative campaign will welcome our visitors in true New York fashion, and thank them for the important role they play in our city," Fertitta said. "While visitation numbers across the U.S. have unfortunately declined, 'Just Ask The Locals' is another example of how we can combat the national trend. By providing visitors with helpful tips and advice from real New Yorkers throughout their stay, we are clearly demonstrating that New York City is open, welcoming, easy to navigate and will remain the preferred overseas travel destination in the United States."

NYC & Company, the city's marketing and tourism arm, recruited hotels, celebrity residents, the Port Authority of New York and New Jersey and American Airlines to participate in this groundbreaking initiative. Along with the advertising firm BBH, NYC & Company collaboratively developed the creative advertisements and other elements promoting tourist appreciation. Among the celebrity locals featured are the actors Robert DeNiro and Julianne Moore, "Today Show" co-host and former New York Giants running back Tiki Barber, actor and comedian Jimmy Fallon and celebrated artist Chuck Close. Each celebrity resident offers insight based on his or her personal experience. DeNiro, for example, is photographed on the streets of Tribeca, home to the renowned Tribeca Film Festival he founded in 2001. He tells visitors: "The best way to see downtown? Walk."

To kick off the campaign, a 50-member street team last Wednesday distributed the tip card to visitors on the streets of the city. The team also assists visitors by providing directions and helping answer general questions. The street teams will wear specially designed "Just Ask The Locals" buttons which list individual neighborhoods across the five boroughs that New Yorkers can pick up at the NYC & Company visitor information center. An expanded list of recommendations will be featured in a special "Just Ask The Locals" section of NYC & Company's Web site, nycvisit.com. In addition, visitors will be able to hear advice from some of the celebrity locals by calling a phone information line that is available through 311.

NYC & Company is also using a significant portion of its outdoor media assets to promote "Just Ask The Locals", including 150 bus stop shelters citywide and 200 street pole banners in Manhattan. The campaign includes a 30-second video offering helpful tips that will be seen in roughly 400 videoequipped taxicabs.