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What’s New: Marketing
October 2010


Get More NYC
This summer’s Get More NYC campaign, which ran from June 21 to September 5, offered consumers a range of great benefits. The program included custom itineraries, including fun things to do from our family ambassador Dora the Explorer and the Travelocity Roaming Gnome; American Airlines travel packages and cultural sweepstakes; as well as double American Express Membership Rewards points on hotels and at more than 450 member retailers, restaurants, arts organizations, theaters, museums and attractions.

The launch of our new nycgo.com mobile site offered geo-targeted content such as nearby venues, events and deals, including the 450 Get More NYC participating members. AT&T customers received an exclusive preview to the mobile site as well as exclusive offers for hit musicals Billy Elliott, Come Fly Away, In the Heights, La Cage aux Folles, Million Dollar Quartet and West Side Story.

NYC Restaurant Week®
NYC Restaurant Week Summer 2010 demonstrated that the program, now in its 19th year, continues to be an effective driver of traffic, spending and new business. A record-breaking 277 restaurants participated, with more than 180 of them taking part in the optional extension through Labor Day. The cost of a three-course prix-fixe lunch remained at $24.07 and a three-course prix-fixe dinner at $35. Highlights of this summer’s program included the JetBlue Loves NYC Sweepstakes, the return of the NYC Restaurant Week Truck and an exclusive offer for American Express Cardmembers.

Fashion’s Night Out 2010
Fashion’s Night Out (FNO) returned to New York City on Friday, September 10, with nearly 1,100 retailers participating across all five boroughs. Customers relished the street-party atmosphere, while retailers saw a surge of new shoppers and increased sales. Charitable endeavors included sales of the official FNO 2010 collection of T-shirts, tanks and hoodies, with 40 percent of the proceeds going to The New York City AIDS Fund.

New to the program this year was The Show, the largest public fashion show in NYC history. At the September 7 event, hosted by Vogue, more than 150 models walked the plaza at Lincoln Center, highlighting the key fall trends in front of a sold-out audience of more than 1,500 people. American Express Cardmembers were able to attend a live screening of The Show at Lincoln Center and a discussion about current trends with a panel of fashion designers, moderated by Hamish Bowles, Vogue''s European editor at large.

NYC & Company hotel, dining and nightlife members were given the opportunity to participate in Fashion’s Night Out as well. Their exclusive offers were promoted on nycgo.com and through official Fashion’s Night Out communication channels and fashionsnightout.com, powered by QVC. Hotel packages included room-rate discounts, free meals, spa treatments, retail gift cards, tailored shopping itineraries and even complimentary beauty products; dining and nightlife offers included specialty cocktails, drink specials and after parties.

Finally, the making of Fashion’s Night Out was the subject of an hour-long, prime-time special on CBS, which aired on September 14 at 10pm EDT. Cameras followed celebrities, designers, editors and retailers as they prepared for year two of Fashion’s Night Out, taking viewers behind the scenes for the months of intense planning as well as tracking the night itself as it unfolded across the globe. Looking beyond the glamour, the special focused on the individuals working in all parts of the industry, from salespeople to design staff—people whose livelihoods depend on the vibrancy of the fashion business.

Third Night
Third Night, which ran from July 1 to September 5, is designed to stimulate tourism and spending in NYC via exclusive value package offerings at hotels in the Signature Collection, a group of the City’s 17 leading luxury hotel properties. The program promotes the City’s unparalleled luxury accommodations and opportunities during the softer winter and summer periods by offering a free third night to consumers who book a two-night stay at a participating hotel. Saks Fifth Avenue, a partner in the promotion, offers a VIP shopping experience to Third Night visitors.

 

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