PR: Open/Book Spain

NYC & Company
Kimberly Spell


Depressed dollar perfect time for tourists to visit New York City

New York, NY (March 1, 2007) – NYC & Company launched an aggressive international marketing campaign this week that targets the increasing number of Spanish citizens who want to take advantage of the Euro’s favourable exchange rate with the American dollar so they can find great hotel and airfare deals to travel to New York.

Entitled Open/Book ("New York is Open, so Book it"), the campaign points out the little known fact that during major U.S. holidays and in late Winter/early Spring New York City hotels are below their typical 100% occupancy rates, which means that foreign travellers can find hotel rooms more easily and for less money. NYC & Co has partnered with a number of tour operators and travel professionals to offer Spanish visitors special packages on hotel stays, as well as excellent deals on dining at fine restaurants and at top-notch cultural and entertainment events around the City. Many of these packages can be found at

The ad campaign, running in March and April, made a big splash in bus shelter’s around Italy with posters carrying the slogan: "The Euro gives you more in New York City. Call your travel agent or visit" The various advertisements feature playful, modern twists on international symbols for shopping, dining, transportation, and lodging. One blue-and-white logo depicts a crane hoisting a present (for shopping); another shows a full place setting for fine dining; a limousine for transportation; and another shows someone lying in bed while being fed grapes and fanned by an attendant.

In concert with the campaign, NYC & Co opened in January an office in Madrid to target the Spanish tourism market. Most visitors from Spain come to New York for leisure, primarily to shop, spending an average of $182 per person per day. The Madrid office is one of international network of offices whose chief purpose is to help achieve Mayor Michael Bloomberg's stated goal of attracting 50 million visitors to New York City by 2015.

"Savvy travellers can get incredible deals this time of year and save hundreds of dollars to stay in a hotel they might otherwise not be able to afford – if they could even get a reservation," said George Fertitta Chief Executive Officer for NYC & Company. "We've partnered with hotels, airlines and travel companies to bring these deals to people who visit our website. Savings are even more incredible when you realize the depressed dollar will make an international visitor’s own currency go even farther, leaving room in one’s budget to dine, shop and visit many of New York’s phenomenal tourist attractions."

Travel and tourism for New York City is a $24 billion industry that supports more than 330,000 jobs NYC & Company has undergone a dramatic transformation since 2006, when Mayor Michael R. Bloomberg pledged an additional $15 million in annual funds and provided unprecedented media and promotional resources. The new NYC & Company is the world’s leading municipal tourism, marketing and events organization, dedicated to building New York City’s economy and image to achieve 50 million visitors annually by 2015.

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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.