New York City unveils new tourism slogan 'True York City'

New York City has unveiled a new tourism campaign and slogan that aims to sell the city as the most creative and cultural city in the world. 

Over the next few months, the campaign "True York City" will roll out across 17 countries in an aggressive campaign that promotes the city as "the world's greatest creator and exporter of culture." 

Along with authentic and iconic experiences in arts, design, retail, culture and cuisine, the campaign will also spotlight lesser-known, local "neighborhood gems" across the city's five boroughs. 

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"When people think New York City, they think authenticity," said Mayor Bill de Blasio in a statement.  

"As the safest and most dynamic big city in America, we have endless cultural offerings that continue to make the five boroughs a global draw for tourists. But now with ‘True York City,' we can give those travelers an even more genuine, bona fide New York City experience while helping our businesses and communities thrive at the same time." 

In the same announcement, the city's tourism office NYC and Company said they expect to see a record-breaking 61.8 million visitors by the end of 2017, up from 60.5 million in 2016. 

Of the 61.8 million visitors, 49.2 million are domestic and 12.6 million international visitors. 

"NYC is the most creative place on the planet, and we want to give the artists, designers, dancers, chefs, filmmakers, bartenders and writers the opportunity to speak to the rest of the world about why they love NYC through their chosen mediums," added NYC & Company's creative director Elan Cole. 

Over the next few months until next spring, the tourism campaign will roll out in destinations around the world including Madrid, Toronto, Tokyo, Seoul and Cape Town, along with Chile, Australia, Brazil, Germany, the UK, France, Spain, and Mexico.