The History Channel will sponsor a $19.5 million tourism push for New York City as part of a multi-year partnership between the city and the cable network.
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| History Channel’s multi-year deal includes restoration of NYC landmarks |
The deal earmarks $15 million for tourism ads, $3.5 million for historic preservation, and $1 million for programming.
New York will open an Official History Center, sponsored by The History Channel, in May 2005. The History Channel will launch branded tours of the city’s historical sites next year.
“Tourism is one of our top industries, but we don’t spend any where near what our competitors do on national advertising,” said New York Mayor Michael Bloomberg in a statement. “This agreement is an exceptionally innovative way to help showcase New York City’s rich history.”
“The mission of The History Channel is to make the past come alive, and there is no place better than New York City to launch this unprecedented effort,” said The History Channel USA President Dan Davids in a statement. “We now have the opportunity to help showcase the city’s rich heritage while furthering our mission of enhancing historical education and encouraging historical preservation.”
The History Channel’s agency Civic Entertainment Group, New York City, brokered the deal.
The History Channel will develop New York City’s Official History Tours and New York City’s Official History Trolley via Grayline transportation company.
The History Channel also will create a Passport program encouraging New Yorkers and tourists to visit historical sites; the network also will create history-themed maps, brochures and itineraries.
A tourism contest breaks in May to support the History Center opening. The History Channel and the city’s marketing arm, NYC & Co., also will market the History Center and tours to hotel concierges.
Meanwhile, the network will air five one-hour New York City-themed programs, and air 30-second TV spots on The History Channel and sister networks History International, The History Channel en Español and the Biography Channel.
In exchange, the city will give the network outdoor ads on bus stop shelters, phone kiosks and street pole banners.
The History Channel will work with the city’s Department of Parks & Recreation to restoration at least 10 monuments and Historic House Trusts sites. That dovetails with History Channel’s national Save Our History restoration program (December PROMO).
The A&E-owned network also will create a New York-themed “Save Our History” curriculum for city schools, donate 1,000 History Channel DVDs to school libraries, and sponsor a “Save Our History in New York City” History Teachers of the Year Award.
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