City Introducing Itself to the World

New York City already exports music, fashion, and art. Now, it's ramping up efforts to export itself as a brand name.

Mayor Bloomberg announced yesterday that the city is launching a worldwide advertising campaign that will, for the first time, include a TV commercial. It will air in Spain, Ireland, France, and Britain.

"If you want to be successful, this is like selling any other product," he said.

The $30 million "This is New York" campaign also includes print and outdoor advertising in Brazil, Portugal, Italy, Spain, South Africa, Germany, Boston, Philadelphia, Miami, and San Antonio.

The campaign is the latest in a string of promotions that New York has launched to compete in the international race for money-spending visitors.

When asked whether the new campaign would be confused with the famed "I Love New York" motto, Mr. Bloomberg said that slogan still resonates, but it's "been around for a long time."

The television spot takes viewers on a whimsical tour of the five boroughs. The partly animated production includes flying hot dogs, a pair of red Manolo Blahnik pumps crossing the street, and a baseball diamond being cut like a slice of pizza.

It features Ella Fitzgerald singing a remixed version of "Take the A Train."

Mr. Bloomberg has set a goal of attracting 50 million tourists annually by 2015. Last year, 43.8 million tourists visited the city, generating $25 billion in economic activity, according to the city. Bloomberg officials said that in addition to the current locations the city is targeting, it is looking to advertise in China, which is currently not possible because of licensing issues on the airways. The city, which already has offices in Shanghai and Beijing, is in discussions with several private companies about a possible airtime swap.

When asked about New Yorkers who think tourists are a nuisance Mr. Bloomberg said: "Times Square, if it's not crowded is a very big problem. We want those kinds of crowds."