NYC goes global to attract tourists

The city's tourism office officially launched its first major international advertising effort Wednesday, aiming to sell potential visitors a new New York, one that's as much the birthplace of hip-hop as it is the home of the Empire State

The campaign is part of an ambitious strategy in the last year to promote New York City around the globe. The tourism office, NYC & Company, already has bureaus in places like Dublin, Buenos Aires and London, and plans to open a total of eight offices in 2007, from Toronto to Tokyo.

Despite its reputation as a top destination, the city has never before embarked on a global ad campaign — relying instead on smaller, local efforts in foreign countries.

At stake are billions of dollars. Some 44 million people visited the city in 2006, generating an estimated $24 billion for the local economy and outpacing such cities as Las Vegas, Los Angeles and Washington, D.C. Mayor Michael Bloomberg has said he would like the city to reach the goal of 50 million annual tourists by 2015.