THIS BEAT MEANS BUSINESS I LOVE NEW YORK launches online portal for media community
29.11.2007 — www.iloveny.com/thebeatNew York, November 29, 2007. On November 29, Empire State Development (ESD), the New York State agency behind the iconic I LOVE NEW YORK tourism campaign, will launch The Beat, a unique, first-of-its kind Internet portal for journalists, broadcast producers, freelance writers and other editors who cover travel and tourism.
The Beat, at www.iloveny.com/thebeat will provide leads and tips for destinations, experiences and events throughout New York State. It offers new and unusual story angles, news on upcoming happenings and developments, and aggregates direct links to important media contacts in each of the eleven regions of the state.
“This original online initiative is just one demonstration of the fact that New York State is managing tourism as a business, and working to realize the economic potential of its impact,” says Pat Foye, co-chairman of ESD. “Tourism is a $43-billion business in New York State. It’s a powerful economic engine that accounts for approximately 700,000 direct and indirect jobs as well as $8.2 billion in tax revenues for the state government. It’s essential that we deploy the very latest tools and tactics to stimulate this critical industry.”
“The Beat will showcase all that New York has to offer,” stated Daniel C. Gundersen, co-chairman of ESD. “All the wonderful attributes of Upstate from our Canadian border proximity, to our wineries, natural wonders and park system, to our arts, history and quaint Main Streets will be showcased on this new portal. More importantly, this initiative underscores the importance of the tourism industry as a key driver in New York’s economic development.”
“The portal is a proactive invitation to journalists to explore the great experiences of New York State,” says Thomas Ranese, Chief Marketing Officer for ESD.
“We’re proud to be taking a leadership position with The Beat by providing the media community with a dedicated online channel of information. We learned from consumer focus groups that travel stories and word of mouth are the two most important factors influencing people when they consider places to visit.
”We’ve got a great state and a great story – particularly in an economic climate where the trend is toward shorter getaways and affordable drive-to escapes. It is a story that has been under-told, under-estimated and under-sold. The Beat will help get that story out.”
The I LOVE NEW YORK brand campaign was launched in 1977 to encourage visitors to the State of New York. When Ranese was appointed as the state’s first CMO in May of this year, his mandate was to revitalize the brand. “We have embarked on a course to reinvigorate I LOVE NEW YORK, restore its original equity and set it on track for the future,” Ranese comments. “The Beat represents just one of a number of cutting-edge initiatives that we will be implementing over the coming months to stimulate tourism throughout our state.”
In conjunction with the online portal, a journalist hotline has also been established, with a dedicated toll-free number and email address to quickly respond to press inquiries about New York State, or the I LOVE NEW YORK brand.
ENDS
The Beat portal can be accessed at www.iloveny.com/thebeat
The I LOVE NEW YORK Journalist Hotline can be accessed via phone at (888) 950-BEAT or via email at thebeat@empire.state.ny.us
***END***
Lyndsey Sugden, PR & Marketing Executive
Tel: 0207 644 6104
email: Lyndsey Sugden
www.nylovesu.co.uk
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