The campaign commences with the May 3 unveiling of the first-ever multilingual Broadway website, ILoveNYTheater.com — the latest in the League's "array of resources targeted at the burgeoning New York City domestic and international tourism industry."
The announcement was made on the occasion of International Pow Wow, America's largest travel trade show, co-hosted by NYC & Company and I LOVE NY. The conference welcomes international travel buyers and U.S. domestic suppliers and travel media from around the world.
Sponsored by Continental Airlines, ILoveNYTheater.com is billed as "a unique, comprehensive, multi-lingual information-based website — the first of its kind — designed for any consumer seeking information on Broadway. Universal symbols and easy navigational tools are the anchor for the overall design concept. The site can be utilized in English, Spanish, German, Japanese, Portuguese, and French. The site, which will be continually enhanced and updated, offers information about all aspects of Broadway, direct links to ticketing agencies, surveys, merchandise, a database and a Business to Business Center."
During 2003-04, there were 1.24 million admissions by foreign visitors, compared to 650,000 during the 2002-03 season. International visitors account for 10.7 percent of the Broadway audience. Almost 50 percent of the audience is from the greater New York City area, including the five boroughs and Tri-State suburbs.
"We are delighted to join with the Broadway community in celebrating tourism," Jed Bernstein, president of The League of American Theatres and Producers, Inc., said in a statement. "As a service to this ever-increasing demographic, and in response to an expressed need for more consumer-friendly information about theatre and tickets, we are delighted to add to our arsenal of resources for tourists a brand new multi-cultural website, ILoveNYTheater.com." The League provides a wide array of information services to those visiting Broadway, including The Broadway Ticket Center, the Broadway Open House, the 1-888-BROADWAY toll-free number, and livebroadway.com, all "aimed at simplifying and enhancing the Broadway experience for consumers."
For an exclusive peek behind the curtain, The League also presents the official Broadway Open House, a two-hour "insider's" walking tour through Manhattan's theatre district. The tours "are designed to give theatregoers insider access to some of Broadway's most beautiful landmark theatres."
The tour explores the interiors of Broadway theatres, offers fans an opportunity to hear legendary backstage stories, the latest Broadway buzz, and to discover a rarely seen side of Broadway.
Tours depart from the Broadway Ticket Center in the Times Square Information Center on the East side of Broadway between 46th and 47th Streets. From now until Aug. 31, tours depart five days per week (Tuesday-Saturday) at 10 AM.
From Sept. 1-Dec. 31, tours depart three days per week (Wednesday, Friday and Saturday) at 10 AM. From Jan. 1-March 31, 2006, tours depart two days per week (Wednesday and Saturday) at 10 AM. Tickets range $15--$25.
Tickets can be purchased in person at the Broadway Ticket Center, by phone through Telecharge at (212) 239-6200 or online at Telecharge.com.