PR: Open/Book Ireland

Contacts: Kimberly Spell, NYC & Company, 212-484-1247,


"NYC OPEN/BOOK" Campaign Urges Irish Residents to Visit New York During a Slow Period, Grab Hotel/Airline Discounts and "Shop While the Dollar Drops"

New York, NY (February 12, 2007) – NYC & Company today announced the launch of the second phase of its latest marketing and promotional campaign, since Mayor Michael R. Bloomberg merged NYC & Company with the City's Marketing and Big Events organizations. Phase two of the tourism marketing initiative, NYC OPEN/BOOK, urges Irish residents to take advantage of favorable exchange rates by visiting New York City during a period of the year when hotel occupancy is not at its highest level; promising more availability and better prices for consumers. To maximize the NYC OPEN/BOOK marketing campaign, beginning Monday, February 12th, NYC & Company will run $100,000 in advertising on buses and trains in and around Dublin; encouraging Irish residents to visit the Big Apple. The space was donated by Titan Outdoor Advertising Ltd.

"We are very proud to announce the launch of the NYC OPEN/BOOK campaign in Ireland, after our successful United Kingdom launch in December," said George Fertitta, CEO of NYC & Company. "There has never been a better time to visit New York City, especially for European travelers. Their money goes so much further here now, thanks to the dollar being at a historic low. We've also partnered with name-brand hotels, airlines and travel companies to bring additional savings to people who visit our website. Whether to visit family, friends, visit New York City's iconic tourist attractions, or to shop, New York City welcomes its Irish visitors with warm and open arms."

NYC OPEN/BOOK was highlighted by Mayor Bloomberg at a December press conference announcing the City's tourism projections which estimated a record 44 million people visited in 2006. NYC OPEN/BOOK first launched in the United Kingdom at a tourism trade show last fall and was followed up by advertising through the London underground rail system. In addition to the U.K. and Ireland advertising campaigns, NYC & Company has plans to expand the promotion to Italy and Spain later this year.

"Last year, a record 44 million people visited New York City," said Jonathan M. Tisch, Chairman, NYC & Company. "We expect that in 2007 a large number of those visitors will be from Ireland, which represents one of the fastest growing visitor markets for New York City. It is our hope that the NYC OPEN/BOOK campaign will help to make the City even more appealing and accessible to those who wish to experience New York City’s incredible energy."

Through tour providers in Ireland, this second phase will make airline and hotel packages available for potential visitors. In general, the NYC OPEN/BOOK campaign offers hotel and airline discounts during days of the year that are traditionally slower for the City's tourism industry. The discounts are offered around major U.S. holidays and are aimed primarily at international travelers- who tend to spend more money than domestic tourists. International visitors also stay longer and are 2.5 times more likely to visit a cultural organization, frequently those located in boroughs beyond Manhattan. NYC & Company has already received strong positive feedback from travel agents about the first phase, which ran from December 18 to December 25 in London.

Mayor Bloomberg was in Ireland last week promoting both the imminent launch of the second phase of NYC OPEN/BOOK, and the new direct flights between New York City and West and Northwest Ireland that will begin in May.

For more information on NYC OPEN/BOOK, please 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.