Mayor Michael R. Bloomberg today was joined by NYC & Company and the Empire State Development Corporation to announce the launch of "Touch Down in New York," a new television, print and radio advertising campaign designed to increase tourism to New York City. The 2002-3 Fall/Winter advertising campaign was made possible thanks to a partnership with the National Football League (NFL). On September 5, 2002, New York City hosted NFL Kickoff Live From Times Square, a free concert and football entertainment event headlined by Bon Jovi. As part of the effort, the NFL made a multi-million dollar commitment to the City to help promote tourism and convention business through their national media and marketing programs including the use of NFL network television promotional time.

Unveiled at City Hall today was the television ad called "Cheer," which features enthusiastic, painted-faced football fans from Miami, Denver, Green Bay, Minnesota, Cleveland, Pittsburgh, San Francisco and New England cheering typical New York scenes as though they were at an exciting football game. Joining Mayor Bloomberg at the announcement were NFL Chief Operating Officer and Executive Vice President Roger Goodell, Empire State Development Corporation (ESDC) Chairman Charles Gargano, Deputy Mayor for Economic Development and Rebuilding Daniel L. Doctoroff, and NYC & Company Chairman Jonathan M. Tisch and President & CEO Cristyne L. Nicholas.

"NFL Kickoff Live From Times Square was an historic event in Times Square, and a huge morale boost for the City of New York," said Mayor Bloomberg. "It was our intention to show the world that New York City remains the 'Greatest City on Earth' and thanks to the National Football League and their Commissioner Paul Tagliabue we did just that. Now with this wonderful new advertising campaign, we will continue to showcase New York City as one of the premier tourist and business destinations in the world."

"Millions of fans watched the NFL event in Times Square last month thanks to Mayor Bloomberg and the City," said NFL COO & Executive VP Goodell. "As part of this unprecedented partnership, the NFL now will use its unique platform in sports and entertainment to enable millions of people to see what makes New York City one of the most exciting places in the world."

"This commercial reflects both the generosity and civic-mindedness of the National Football League and the continuing cooperation between the State and the City in revitalizing New York's tourism industry," ESDC Chairman Gargano. "Thanks to Commissioner Tagliabue and his team, we can now showcase New York's many riches to the tens of millions of football fans across our nation."

The campaign, produced by the Wolf Group, includes print, television and radio advertisements that will run in national and international markets. The NFL estimates that the 30-second television spot will be seen by over 120 million fans from New York and across the country each week, and values to the donated airtime at $4 million. The television ads show fans cheering on Times Square, Broadway shows, hot dog vendors, one Hansom cab outpacing another in Central Park, dinosaurs at the American Museum of Natural History, dining at Tavern on the Green, shopping at FAO Schwartz and paintings at the Metropolitan Museum of Art. The ads will begin airing during nationally televised NFL games on ESPN, ABC, Fox and CBS starting Sunday, October 13, 2002, as well as on the internationally viewed NFL Sunday Ticket. They will also run in different stadiums around the country during football games on their Jumbotron screens. Several New York City-based broadcasters have also offered to run the ad on a space-available basis in an effort to support their City.

"Touch Down in New York" radio ads are set to begin at the end of October 2002, and will run during NFL broadcasts on Westwood One. The print version of the campaign will run in NFL publications including NFL Insider and in-stadium programs throughout the remainder of the year.

"In today's increasingly competitive tourism marketplace, branding matters and advertising matters," said NYC & Co. Chairman Tisch. "This new ad campaign is a great example of two of the world's best-known brands - New York City and the NFL - partnering to spread the important message that New York City is back and ready to welcome the world."

"New York City and the NFL are both exciting crowd-pleasers," said NYC & Co. President Nicholas. "We owe our thanks to the National Football League for their incredible support of their home town. Television works and during these economically challenging times, all New Yorkers will benefit from the economic development represented by this new advertising campaign."

In addition to the commitment to help promote tourism, the NFL also made a contribution of $5 million, which included a donation to the City's September 11th memorial plans, and a commitment to distribute a substantial portion of the NFL disaster relief funds that it set up with the NFL Players Association following September 11th to the City to help with the redevelopment of Lower Manhattan.