New York City’s latest official family ambassadors have been revealed as the Teenage Mutant Ninja Turtles. The city welcomed approximately 17.5 million family visitors in 2015, which has increased by a third since the family ambassador programme began in 2009.
Fred Dixon, president and chief executive of NYC & Company, said the turtles had a huge global profile: “Their animated TV programme is broadcast in more than 170 countries and they have a new movie, Teenage Mutant Ninja Turtles: Out of the Shadows, out this summer. This is the year of the turtle.”
He said the turtles were also relevant because they were native New Yorkers, but the promotion was not about going right back to the turtles’ roots: “We’re not offering tours of the sewers!” he said.
Teenage Mutant Ninja Turtles creator Nicklodeon has supplied bespoke creative showing Leonardo, Raphael, Donatello and Michelangelo in all five boroughs. There will also be a limited edition comic book that visitors can buy in the city’s museums and art galleries.
Tourist board microsite nycgo.com/family has the turtles sharing sightseeing tips, inspired by their personalities. Leonardo (the leader) does the big sights; Donatello covers scientific discoveries; Michelangelo talks about food and fun; and Raphael has tips for being active in the city.
“The target TV audience for the turtles is 6-11 years, but they are multi-generational and we know parents can relate to them too,” said Dixon. “Thirty per cent of all visitation to New York City is in the family segment, with at least one child under 18.”
Previous family ambassadors have included Curious George, Where’s Waldo, The Muppets, The Smurfs, Dora the Explorer, and Sesame Street.
For the sixth year in a row, the city has grown its visitor arrivals. Last year it recorded 58.3 million arrivals (46 million domestic; 12.3 million international).
UK arrivals have yet to be confirmed, but predicted data shows a modest increase from 1,175,000 in 2014 to 1,192,000 in 2015. The upward trend continues for 2016, with predicted arrivals of 1,227,000. “Brits are still our number one overseas market,” said Dixon. “Flight capacity has increased, thanks to Norwegian and La Compagnie, and we see the UK market remaining strong.”
He also confirmed that 30,000 hotel rooms have been added throughout the city in the last seven years, bringing the total number to 107,000 at the end of 2015.
“Occupancy rates have held in spite of this rapid growth in supply, which is always a pretty big test for a destination,” he added.
