In 1991, New York City’s tourism industry was in
perilous decline. The Gulf War, a major recession, a calamitous crime
wave and worldwide attention for its “crack-addicted rats as big
as cats” meant even business travelers tried to stay away. The New
York Convention and Visitors Bureau (now known as NYC & Co.) knew
something significant was needed to rescue the Big Apple’s multibillion
dollar tourism industry.
Turning Point Solutions Principal Jeanine Moss came in to direct Communications
when NYCVB’s executive committee decided to reinvent the organization
and bring in a new marketing team. Jeanine contacted business editors
of major newspapers and magazines around the world and generated thousands
of column-inches about up-ticks in the city’s tourism infrastructure
(food, fashion, hotels, transportation, entertainment) and safety. She
highlighted contributions from new City policing strategies to business
improvement associations that were cleaning, patrolling and improving
neighborhoods. She devised the Metrocard “Fun Pass,” full of
discounts, and the “Peak Season Hotel Hotline” when the City
gained a reputation for being sold out during holiday periods.
Jeanine also helped attract and host the 1995 Travel Industry Association Pow Wow convention, worth $3 billion in inbound travel to the United States. Within a few years, after coordinated efforts that have been described as the “tipping point,” tourism revenues topped $13 billion, and 25 million travelers visited New York City.
Video:
Pickwick
Hotel / News