Spider-Man 3’s Integrated Marketing Campaign takes Home the Gold in Regional Market and Silver in Experiential Marketing from the 2008 REGGIE Awards

New York City (May 13, 2008) NYC & Company, New York City’s official marketing, tourism and partnership organization, took home gold and silver awards in two categories at this year’s REGGIE Awards during the annual PMA Integrated Marketing Conference on April 9. Hosted by the Promotion Marketing Association Inc. (PMA), the Silver Anniversary REGGIE Awards honored 14 companies, chosen from a record-breaking 463 entries, with first-place awards. NYC & Company’s regional promotional campaign Spider-Man Week in NYC took home gold in the Local, Regional Marketing category and silver in the Experiential Marketing category. The campaign was created through an innovative collaboration between Sony Pictures and the City of New York.

“Spider-Man Week was one of the most entertaining and innovative campaigns we‘ve brought to New York City,” said NYC & Company CEO George Fertitta. “As New York City’s marketing public-private partner of the City of New York, we feel very proud to be made up of a team whose talent and creativity is capable of producing a campaign so successful that it resulted in a record-breaking opening weekend for Spider-Man 3.”

To maximize exposure for Spider-Man 3 in the New York City designated marketing area, Sony’s Columbia Pictures approached NYC & Company to create a partnership that would use New York City as the platform to market the film to a broad audience.

"From our kickoff celebration on the Today show plaza at Rockefeller Center to the premiere for the people in Peter Parker's hometown of Queens, every aspect of Spider-Man Week in NYC is a testament to the hard work and dedication of NYC & Co. Spider-Man Week in NYC was a tremendous success and a memorable gift to New Yorkers of all ages,” said Gigi Semone, executive vice president of Columbia Pictures National Publicity. “Simply put, we couldn't have done it without them."

The weeklong campaign featured more than 130 themed events and promotions at many of New York City’s top attractions, including the spider exhibit, Spiders: Alive!, and a discussion by Spider-Man 3 star Tobey Maguire at the American Museum of Natural History; a comic book exhibit at the New York Public Library; a scavenger hunt and theater performance at the Central Park Zoo; and a free mask-making workshop at Toys"R"Us store in Times Square. The week culminated on May 6 with a closing-day celebration at the iconic Apollo Theater in Harlem, with Spider-Man-inspired raps and song performances.

NYC & Company leveraged its media assets across New York City’s five boroughs with Spider-Man 3 creative on bus shelters, street pole banners, phone kiosks, double-decker buses, taxi promos, collateral material and a customized micro site. In advance of the May 4 premiere and record-breaking opening weekend, the campaign generated more than 100 million media impressions in both domestic and international markets. NYC & Company delivered an additional $1.5 billion in outdoor media impressions.

The PMA Conference is regarded as one of the most significant annual events in the integrated marketing industry. REGGIE Winners were selected by an expert panel of more than 100 judges carefully screened by PMA, which represents a wide range of industry leaders. For the first time this year, REGGIE award winners were automatically entered into the international Globes competition, which recognizes the best promotion and integrated marketing campaigns worldwide. Winners will be announced in October 2008.

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.


Chris Heywood
NYC & Company
tel 212 484 5458

Carli Smith
NYC & Company
tel 212 484 1284