—City-to-City Partnership Between Promoción Madrid and NYC & Company to Promote Travel Between the Destinations—

—Madrilenians Encouraged to Give the Gift of NYC This Christmas with Travel Offers from Madrid to New York City—

Madrid (December 13, 2010) — Madrid and New York City officials today gathered on the Gran Vía to celebrate the 100th anniversary of the iconic street, renaming it “Broadway” for a day, following a similar announcement in October, when NYC renamed Broadway “Gran Vía” for a day. The announcement is part of an ongoing city-to-city partnership between the two cities designed to boost tourism between Madrid and New York City. Madrid Deputy Mayor Miguel Ángel Villanueva, Promoción Madrid CEO Pablo Bautista and NYC & Company CEO George Fertitta were present for the street unveiling at the Plaza de Callao. NYC & Company also today launched a “Give the Gift of New York City” promotion to further encourage more Madrilenians to visit NYC this winter.

After the unveiling of the street sign, the ceremony concluded with the symbolic offering of the gift of New York City—a collection of Christmas gifts collectively forming the New York skyline. A special consumer event was held on the Plaza de Callao to showcase the best of New York City with music, multimedia activations, games and prize giveaways.

“Madrid and New York share so many things,” said Miguel Ángel Villanueva. “These similarities brought our cities together three years ago to sign a joint media and marketing agreement. As a result of this partnership we are here today renaming our Gran Vía ‘Broadway’ for the day, two months after the City of New York renamed Broadway ‘Gran Vía.’ It is an honor for the City of Madrid to have the City of New York celebrate with us as we pay special tribute to the Gran Vía, helping us to promote Madrid in the United States.”

“We are pleased to pay tribute today to our famous Broadway right here on the Gran Vía,” said George Fertitta, CEO of NYC & Company. “Today we are bringing a piece of New York City to Madrid as way to acknowledge the special relationship our two cities share. New York City is the number-one US destination for Spanish travel, and we want to ensure that the momentum continues in 2011. We encourage all Madrilenians to give the gift of New York City this Christmas through our great promotion in partnership with Viajes El Corte Inglés, valid now through the end of March 2011. There is no better time to visit New York City than this winter.”

Since 2007 Madrid and New York City have worked together to promote travel between the two cities through the exchange of outdoor media and in-market promotional events. In October 2010 NYC & Company promoted the 100th anniversary of the Gran Vía by renaming Broadway “Gran Vía” for the day in New York City’s Times Square. Today NYC & Company and Promoción Madrid also renewed their media and marketing exchange agreement for 2011.

To promote travel from Madrid to New York City this winter, NYC & Company in partnership with a major travel agency is offering a special “Give the Gift of New York City” promotion to New York City. The special New York City travel package offers a five-day, three-night stay to experience all the energy and excitement the City has to offer.

New York City is the number-one U.S. destination for Spanish travelers. The City expects to welcome an estimated 378,000 visitors from Spain this year—a 6 percent increase over 2009, when New York City welcomed approximately 357,000 visitors. In 2009 New York City maintained a 60 percent market share of all travel from Spain to the United States. The United States is one of the top international travel markets for Madrid. In 2009 approximately 405,000 Americans traveled to Madrid—approximately 27 percent of the total visitors to Spain from the United States. New York City’s travel and tourism industry supported more than 300,000 jobs in 2010 and generated nearly $30 billion in direct visitor spending across the City’s five boroughs.

In addition to “Give the Gift of New York City” offer, New York City is promoting a multitude of programs and events for travelers this winter. This includes the first-ever Broadway Week, offering two-for-one tickets to some of Broadway’s hottest shows (January 24–February 10); NYC Restaurant Week® Winter 2011, offering visitors prix-fixe meals at hundreds of the City’s restaurants (January 24–February 6); and On the House, offering theater enthusiasts two-for-one tickets to some of the City’s most celebrated Off-Broadway shows (January 24–February 13). In addition, more than 90 of the City’s top hotels will offer up to 25 percent off from January 2 to February 28 when travelers book from now to February 28. For more information on winter promotions, visit

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 more information, visit

About Promoción Madrid: Promoción Madrid is a company 100% owned by the Madrid City Council and is registered in the Government Area of Economy, Employment and Public Participation. Its purpose is to provide all kinds of services related to tourist promotion in Madrid through new technology, its image and international and national projection. For more information, visit