to Launch Tourism Campaign
From World Journal
July 21, 2004
In an effort to revitalize the tourism industry in Chinatown, “Explore
Chinatown”, an umbrella group, announced a series of events
on July 20th.
The ambitious campaign includes putting up banners
in Chinatown in August as a promotion for the upcoming Lantern
the Republican Convention’s “Culture Day”, scheduled
for September 1, party representatives will be invited to visit
Chinatown. Another ad campaign focusing on subway stations in all
five boroughs will also be released in November and December.
“Explore Chinatown” was established early this year
by the 911 Foundation and Lower Manhattan Development Corp., which
contributed $1 million. The members include NYC & Company,
Tien Tung Advertising, Shaw Hua Public Relations and the Asian
American Women’s Commerce Association. Its purpose is to
promote Chinatown and make it a must-visit destination for every
tourist who comes to New York City.
The announcement is the second
wave of efforts following the release of the group’s website
According to Wen-Fung Huang, project manager of the
campaign, more than 100,000 copies of pamphlets and maps were printed
to 150 hotels and 15 information centers all over the city. He
added that they are still updating the website and welcome Chinatown
businesses to register with them to take advantage of the free
For the upcoming Republican Convention, scheduled to
begin in late August, 57 stores and restaurants have joined in
Early, Stay Late” campaign and will offer 20 percent discount
to all party representatives.
Huang said that the Republican Convention’s
organizing committee have already assigned September 1 as “Culture
will include events hosted by “Explore Chinatown” and
Lin Tze Hsu Foundation in their official schedule.
project is the subway campaign scheduled for November and December.
The project will display advertisement in
40 percent of the subway cars and provide maps and brochures in
subway and bus stations. Anyone with a MetroCard can enjoy discounts
when shopping in some Chinatown stores.
Linda J. Ayares, a senior
vice president at Shaw Hua Public Relations, said that “Explore
Chinatown” is aiming at “promoting
what Chinatown already has, not creating new things”.
travel agencies do not include Chinatown in their tour because
there are no travel guides or maps about Chinatown’s attractions,
said Ayares. “They want information that can be used right
away. Many small businesses in Chinatown do not have the resources
to do that. What ‘Explore Chinatown’ wants to do is
to create a nice package for them”.
Ayares also added that
they are hoping to bring in major corporations to sponsor their
campaign to revive Chinatown’s economy.
For more information,
visit www.ExploreChinatown.com or call (212)484-1263 or (212)653-8638.
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Translated from Chinese by Larry Tung.