Mayor Bloomberg unveils the new 'Just Ask The Locals' campaign
1 September 2007
Mayor Bloomberg unveiled his bold intiative to increase international tourism to New York and to soften New York's hard nosed image.
He expressed his fears that tourists are being deterred from visiting America because it involves too much red tape and because surveys show they believe American immigration officials are "rude" and "disrespectful."
"This is one more of those things that is diminishing our competitive edge," Mr. Bloomberg said at John F. Kennedy International Airport. "Poor customer service is not what this country needs. We have to change this at the federal level, but we are not going to wait for Washington to act," he added.
The new campaign is called "Just Ask the Locals" and seeks to involve the entire New York population. The campaign includes billboards throughout the five boroughs featuring celebrities living in New York Robert DeNiro, Jimmy Falon and others with their 'insider' tips. Tourists are encouraged to ask the locals for directions, their suggestions for eateries and entertainment.
In conjunction with this, tourists are being handed yellow coloured card with top ten city factoids and free City maps.
Visitors to New York will be met with "Just Ask the Locals" billboards as they walk through the American Airlines terminal to welcome visitors as they step off the plane.
Once in New York visitors can access advice from some of the celebrity locals by calling a telephone hotline that is available through 311.
Locals are being urged to be as helpful as they can. NYC & Co's Chairman Jonathan Tisch suggests that "if they see a visitor who might be a little bit perplexed or befuddled, or not knowing where they're going to, just reach out and say ‘hi how may I help you".
Forty million tourists pumbed a hefty $24 billion into New York's economy in 2006. Mr. Bloomberg has set a goal of getting 50 million tourists to the city annually by 2015.
More informtion: www.nycvisit.com