New York Gunning for Cash-Strapped Tourists
The new version of the famous I ♥ NY campaign will hype not just NYC but tourism attractions and destinations state-wide. The goal isn't necessarily to encourage road trips and tranquil, countryside tourism, though. Instead, it's a nod to the reality that people are driving less and taking shorter vacations.
To wit: The previous vacation guide to the state ran 200 pages while the new one is a much more manageable 40 pages, with a focus on three- and four-day trips. The revamped marketing effort will also be aimed at people already close to New York State:
The ads will be concentrated in nearby Northeastern states and Canadian provinces..."People drive less, but they don't stop driving," said Thomas Ranese, chief marketing officer at the New York office of the Empire State Development Corporation.
Tourism officials also hope that the ads encourage foreign visitors--who don't often leave NYC--to spend a few days touring the Finger Lakes, the Adirondacks or the Catskills. Maybe they should put together an Upstate Travel Map to help make planning those vacations easier?
Related Stories:
· Calling on Tourists to Come for New York City, but Stay for the State [NYT]
· New York Travel coverage [Jaunted]
· Upstate Travel Map [Jaunted]
[Photo: kk+]
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