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City and finance


07 Nov 2016
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Fantastic Beasts push for NYC & Company

British/American drama fantasy action film starring Eddie Redmayne and written by J. K. Rowling is catalyst for NYC promotional campaign

Fantastic Beasts.jpg

“Fantastic Beasts and Where to Find Them” is the inspiration for NYC & Company’s new promotional campaign which launched this week in partnership with Warner Bros and Virgin Holidays, highlighting the locations seen in JK Rowling’s latest film.


The film, starring Eddie Redmayne and set in 1920s New York, has its world premiere in Manhattan this Thursday – the first time the Harry Potter franchise has held an inaugural showing outside London.


NYC & Company president and chief executive Fred Dixon said the film was a “promotional gift” for the city’s marketing efforts. “Warner Bros approached us. It’s a big project, the first in a series of films, and it looks like New York will play the same role that London played in the Harry Potter films.”


Although the film was made in the UK, with New York recreated in CGI, it incorporates many major landmarks from the Roaring Twenties such as Bergdorf Goodman, Woolworth Building, Central Park Zoo, Times Square, Statue of Liberty and the Lower East Side.


The trade and visitors can use to compare 1920s New York to the present day and starting on November 17, visitors will be able to join On Location Tours for a new Fantastic Beasts themed tour.


“We’ll be using the hashtag #fantasticNYC to promote magical NYC. It’s a fantastic popular culture tie-in,” he said.


New York is on track for another record-breaking year.


NYC & Company’s original target was 59.7 million total arrivals for this year, and despite the post-Brexit landscape which saw the dollar soar against the pound, Dixon was not unduly concerned that UK numbers had flattened out.


“Flat is pretty good bearing in mind the currency challenges,” he said. “We are thinking ahead for 2017 and putting more focus on the value message. But we’re not too concerned.


“From a new world-class museum facility at the Statue of Liberty to the opening of National Geographic’s first immersive attraction, there are many new demand generators that will continue to resonate with the Brits.”




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