Archives of the Mayor's Press Office

FOR IMMEDIATE RELEASE
Date: Thursday, November 8, 2001
Release # 351-01

Contact: Matthew Higgins / Peter C. Fenty (646) 328-7418
  Roy Elvove, BBDO (212) 459-5797


MAYOR GIULIANI LAUNCHES PUBLIC SERVICE CAMPAIGN
THAT ENCOURAGES TOURISM TO THE CITY,
AND SALUTES THE "MIRACLE OF NEW YORK"

Video Campaign Features Several New York Personalities and Celebrities
in Humorous Vignettes that Tout the Spirit of New Yorkers and Encourages Others to Visit the City


Mayor Rudolph W. Giuliani today helped launch a new public service advertising campaign designed to salute the spirit of New Yorkers and encourage others from across the nation to visit the City and become part of the "Miracle of New York." Joining the Mayor at the announcement was Phil Dusenberry, Chairman of BBDO North America, TV personality Barbara Walters, famed director and actor Woody Allen and film actor Kevin Bacon. The launch event, held in the Blue Room at City Hall, featured the playing of six video segments that are to be aired during the national campaign.

Timed to coincide with the start of the approaching holiday season, the pro bono campaign was created by BBDO New York and features a star-studded lineup of notable New York personalities, many of whom have never appeared in a campaign like this before, including the three stars that appeared at today's announcement. Each spot highlights a specific New York City landmark/venue and humorously demonstrates how a visit to New York can help make people's dreams come true.

"We all know how hard New York was hit on September 11th," said Mayor Giuliani. "But New Yorkers have proudly displayed their indomitable spirit during this difficult time by resuming their lives with a sense of purpose, confidence and determination - and, of course, with humor. This new public service campaign was created to show how that spirit inspired others - some of the City's best known personalities - to pursue their dreams, though with a decidedly humorous twist. I urge everyone to come visit New York, pursue your dream and be part of the New York Miracle."

The Mayor went on to note that in choosing a partner to help develop this campaign, he called upon BBDO New York "because of the agency's leadership position within the New York community and its proven ability to create communications that touch both the heart and the mind."

"We are proud to have been invited to work with the Office of the Mayor to put together this campaign, which captures the magnificent spirit of the people of New York," remarked Mr. Dusenberry. "And we hope that through these messages, people across the country will be similarly moved and plan to visit our great City."

In one video segment New York City resident and noted actor Woody Allen is shown being able to realize his life-long dream of ice skating at Rockefeller Center. In another vignette, Barbara Walters gets to perform on Broadway. A third message stars Henry Kissenger, as he fulfills his fantasy of running the bases at Yankee Stadium. New York Yankee legend Yogi Berra, in another segment, conducts the New York Philharmonic ("Who is Phil Harmonic?" asks Yogi). Ben Stiller and Kevin Bacon ponder what life would be like to have a sandwich named after them at the Stage Deli. And Robert DeNiro and Billy Crystal argue about who-plays-who in the Macy's Day Parade.

Mayor Giuliani himself is also featured in the advertising campaign. The Mayor helped kicked off the overall campaign by appearing in its first spot, which was broadcast during the Major League Baseball's American League Championship Series. In it, the Mayor expressed his pride in how New Yorkers have pulled together in response to recent tragic events, and exhorted viewers that there has never been a better time to visit New York and experience the best that the City has to offer. The tag line: "The New York Miracle. Be a Part of It."

The campaign is expected to run through the remainder of the year, with the goal to secure donated media time on both broadcast and cable networks. Online media donated by Yahoo! will also be utilized to help support this initiative.

In addition to BBDO New York, a number of leading commercial directors and production companies also contributed pro bono services to the creation of this campaign. Among them: Headquarters Productions, Joe Public, Director; Hungry Man Productions, Bryan Buckley, Director; Pytka Productions, Joe Pytka, Director; Santiago Suerez Productions, Santiago Suerez, Director; and Barry Levinson, feature director. Editorial services were donated by Crew Cuts and MacKenzie Cutler. Special effects and graphic design were provided by Quiet Man. Contributing to post production, audio and music were BUZZ, DHMA, Fluid Post, Lower East Side Audio, Nice Shoes, Riot Manhattan, Rocket Music, Sound Lounge, SMA Real Time and Superdupe. Additional thanks go to Donna DeSeta, Janet Eisenberg Casting, Pinder Lane, SAG, The Image Bank and Third Millennium Film for their contributions.

BBDO New York is the flagship office of BBDO Worldwide, the third largest global agency network. BBDO is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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