This year marks the 50th anniversary season of the Tony Awards, and Broadway is making news with big stars in innovative musicals, prolific writers introducing new plays and lavish re-creations of Broadway's greatest classics, attracting audiences of every age to the theatre. It's fitting then, that after more than a decade, Broadway itself takes center stage in New York State's own show, ILoveNY.
The League of American Theatres and Producers and Theatre Development Fund (TDF) recently joined forces with the New York State Department of Economic Development to announce an historic public-private partnership that will promote Broadway as part of the ongoing ILoveNY tourism marketing campaign.
New York State's First Lady, Libby Pataki, recently unveiled the new "ILoveNY-DESTINATION BROADWAY" television commercial that is one of a series of six 30-second advertisements that features unique travel experiences in New York. The DESTINATION BROADWAY commercial was funded in part by The League and TDF in a joint commitment to stimulate theatre-going through aggressive tourism promotion. To support this industry effort, the State has contributed over $1 million in television media placed throughout the Northeast.
"New York City is the State's leading tourism destination, and Broadway is its biggest attraction," said Mrs. Pataki. "This new alliance is a wonderful example of Governor Pataki's commitment to fostering public-private partnerships in New York," added State Economic Development Commissioner Charles A. Gargano. "The Broadway community has lent the glamour of the Great White Way to the ILoveNY campaign, and the State in turn is promoting the world's premier theatre district to a vast new audience."
The commercial features Matthew Broderick, the star of "How To Succeed in Business without Really Trying," who is the perfect narrator for an exciting dash through the theatre district as a cast and crew prepares for the curtain to rise. Nowhere else than on Broadway could the world's most famous state logo, ILoveNY, make such a spectacular entrance as a fully-orchestrated version of the State's well-known, four-note musical theme inspires viewers to call 1-800-I Love NY for their DESTINATION BROADWAY vacation. The new ILoveNY campaign is produced by Ogilvy & Mather/New York. Nancy Coyne, chief executive of Serino Coyne Inc., served as the creative consultant on the project.
In addition to the media campaign, New York State provides direct response services through its toll-free telephone tourism information line. By instant fax or mail, callers receive a "Broadway Trip Tip" that includes show listings, performance schedules and ticketing information as well as details on the DESTINATION BROADWAY vacation and other travel packages.
-- Playbill is pleased to make this space available to The League of American Theatres and Producers. The opinions expressed herein are those of The League and not necessarily those of Playbill.
