Telecom giant AT&T has partnered with NYC & Company, the official tourism and marketing organization for the city of New York, on a two-year advertising agreement.
The deal provides AT&T with various platforms to promote itself and its Yellowpages.com and YPmobile brands to the market, while sponsoring some of NYC & Company’s latest efforts to tout the city’s attractions.
AT&T will act as founding sponsor for the recently renovated Official NYC Information Center in midtown Manhattan. Its signage will also be featured on local kiosks. Additionally, AT&T will advertise on NYC & Company’s media assets, including NYCgo.com and out-of-home venues including bus shelters, street-pole banners and the backs of taxis.
The partnership kicked off with AT&T’s sponsorship of experiential marketing campaign “NYC Extreme Local,” which launched on Nov. 27. Targeting New Yorkers and tourists during the holiday season, the program features information on more than 650 retailers throughout the city. As part of the effort, 150 activities are planned during the course of a single month. (In addition, AT&T will offer special Yellowpages.com advertising promotions to New York businesses during the holiday period.)
For the next two years, NYCgo.com will be branded with a customized AT&T content section with a send-to-phone function and a site directory powered by Yellowpages.com. NYC & Company member businesses will also have access to special offers for AT&T services.
NYC & Company has been working with a number of corporate partners, including American Express, Coca-Cola, Google and JetBlue. George Fertitta, the organization’s CEO, sees the AT&T partnership as ideal for the city’s effort to drill down to a more local level.
“We want to make sure that every corner of every block of the city is understood and promoted, especially in boroughs where people might not [normally] go,” said Fertitta. “The way this whole world is going is local, local, local. And in a way there’s no better partner than AT&T — they touch virtually every household.”