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Why does New York City need a Chief Marketing Officer? |
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New York City is one of the best known brands in the world. The opportunity for businesses to promote themselves through public-private partnerships with the City has value that can be put to use for all New Yorkers. That value, which has typically gone unrealized in the past, can generate much needed revenue without raising taxes and make possible enhanced City services and promotional activities. In 2003, Mayor Michael Bloomberg created the position of Chief Marketing Officer – the first of its kind in any major world city – and appointed Joseph Perello to the position – to achieve a centralized marketing plan to promote the city and especially tourism. |
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What is NYC Marketing? |
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NYC Marketing is local development corporation created by Mayor Michael R. Bloomberg to provide alternative ways to generate revenue without raising taxes, support City agencies and promote New York City globally for the growth of jobs and tourism.
NYC Marketing explores the full potential of New York City’s powerful brand to achieve these goals. This bold approach – the first of its kind in the world – reflects the Mayor’s goal to find new ways to solve problems and fund the operations of the City.
Headed by Joseph M. Perello, the first Chief Marketing Officer of a major world city, NYC Marketing develops innovative public-private partnerships which use the City’s well-regarded image and vast set of resources to help corporate partners do well for themselves by doing good for New York. By creating real value from City property, NYC Marketing helps qualified partners grow their business while helping make New York City a better place to live, work and visit.
Since its creation in 2003, NYC Marketing has developed partnerships worth millions of dollars in direct revenue and promotional value to the City.
NYC Marketing has three primary goals:
- Generate Alternative Means of Revenue
- Support City Agencies and Important City Initiatives
- Market New York City Around the World to Grow Tourism and Jobs
In every proposed public-private partnership, NYC Marketing seeks to accomplish all three of these goals, as it has in each case so far. A description of all partnerships to date is provided under “NYC Marketing Accomplishments.”
Through revenue generation, NYC Marketing seeks to attract funds for services or activities, including marketing the authentic New York around the world, for the growth of jobs and tourism. In doing so, life in New York is enhanced at no expense to the public. |
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How much revenue has NYC Marketing generated so far? |
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Since its creation in 2003, NYC Marketing has developed partnerships worth millions of dollars in direct revenue and promotional value to the City. Those partnerships, many of which are multi-year in nature, involve such well-known companies as Snapple and Virgin Airlines, as well as the County Music Awards and the upcoming film version of “The Producers.” |
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Will you be renaming key City landmarks with corporate names and logos? |
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Naming rights have become a standard way for public facilities throughout the nation, typically sports stadiums, to generate corporate revenue. NYC Marketing’s approach is to look beyond standard activities and beyond what other cities are doing. New York has unique opportunities because of its stature as a global leader and, in many ways, the capital of the world. NYC Marketing focuses on creating innovative solutions that are especially, or even uniquely, applicable to New York. While the City intends to provide appropriate corporate recognition to partners, it does not intend to engage in naming rights unless entirely appropriate. |
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Aren’t you in effect selling the City to the highest bidder? |
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No. We are creating public-private partnerships that benefit all New Yorkers. Those partnerships are designed to promote the City appropriately and in ways that serve the interests of the City and its residents. The partnerships are not auctioned off. They are carefully designed with their appropriateness and benefits center-most in the discussions. Please click here to view a copy of the partnership selection process. |
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What kind of partnerships are you looking to develop? |
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The City is pursuing partnerships that do the following:
- Generate revenue without raising taxes and thus provide financial support for the City in return for real promotional value;
- Promote New York domestically or internationally through marketing outlets that enhance the City’s image;
- Support other City agencies in their work for all New Yorkers.
A formal selection process has been created to match the government’s need for openness and transparency, with the private sector’s need for customization and swiftness. |
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NYC & Company already promotes tourism for New York City. Why does the City need another agency doing that? |
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NYC Marketing and NYC & Company work very close together to serve the City. NYC & Company, one of the country’s best Convention and Visitor’s Bureaus, promotes the advantages of visiting New York and seeks to attract major conventions, trade shows and other events to the city. NYC Marketing serves to support NYC & Company by providing revenue through sponsorships and marketing and promotional resources though partnerships. |
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Who else does NYC Marketing work with? |
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NYC Marketing works closely with all City agencies and partners with NYC Big Events to help attract large, high-profile events to New York City. NYC Marketing played a key role in the successful effort to bring the County Music Awards to the City in November 2005 – the first time that they will take place outside of Nashville. NYC Marketing also works closely with the Mayor’s Office of Film, Theatre and Broadcasting to help attract film and television production (like the upcoming film version of “The Producers”) and the New York City Economic Development Corporation to attract new employers (like Virgin Airlines). |
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How can NYC Marketing generate jobs? |
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It can generate jobs in three ways:
- By promoting New York throughout the nation and the world, thereby enhancing tourism, as is being done through the Snapple partnership;
- By encouraging the growth of specific attributes of the City like film making, and making them a reason to visit New York;
- By attracting businesses to New York City, as was done with the Virgin Airlines partnership.
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How much does NYC Marketing cost the City? |
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NYC Marketing makes money for the City. It is not a cost center. In addition to solving problems for the City, promoting it around the world, and supporting City agencies, it generates surplus revenue. This surplus revenue is invested in further marketing to grow jobs and tourism or provided to the Office of Management and Budget depending on conditions. |
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