Nov 30, 2009 at 09:40 PM
written by

AT&T Latches On To NYC Extreme Local

AT&T and NYC & Company -- the official tourism, marketing, and partnership organization for the City of New York -- announced today a two-year advertising and marketing agreement which provides an integrated package of marketing assets to allow AT&T and its YELLOWPAGES.COM brand to reach customers throughout New York City. The assets include founding sponsorship of the NYC Official Information Center, search integration on NYC & Company's Web site (, advertising on NYC & Company's media assets, and sponsorship of NYC Extreme Local -- the City's most fully experiential marketing program to-date which launched on November 27.

"AT&T is excited to work with NYC & Company on a robust, integrated marketing, advertising, and sponsorship campaign that will allow locals and tourists to better connect with New York City and its boroughs," said Chris Schembri, vice president, AT&T Media Services. "This relationship is a model for what we hope to replicate in cities throughout the country."

Matt Crowley, chief marketing officer of AT&T Interactive, added: "Teaming with NYC & Company is a natural fit to promote our local interactive search products like YELLOWPAGES.COM and YPmobile, helping millions of locals and tourists discover and navigate New York City. With so much to explore and discover in this amazing city -- whether it's finding a local restaurant, hotel, plumber, or jazz club -- consumers can use our online and mobile apps to find and support local business in the great city of New York." "New York City, in addition to being the largest and most important business market in the country, is one of the most visible brands in the world," said George Fertitta, Chief Executive Officer, NYC & Company. "We look forward to working together with AT&T to showcase YELLOWPAGES.COM and YPmobile, the premier local directory and navigation resource for New York City."

NYC Extreme Local features in-depth content for more than 650 stores, shops, restaurants, and cultural attractions in 15 neighborhoods in Manhattan and Brooklyn. As the sponsors of NYC Extreme Local, AT&T and YELLOWPAGES.COM have a branded presence in all media vehicles promoting the program including outdoor media on bus shelters and street pole banners, digital media, integration on the NYC Extreme Local microsite, and branded presence in the program's custom guidebook and the Official NYC Information Center. In addition, AT&T will be offering special YELLOWPAGES.COM advertising promotions to local New York businesses during the period.

As part of the larger agreement, AT&T will be branded on with a customized content section, send-to-phone functionality integration, and site directory powered by YELLOWPAGES.COM for the next two years. In addition, NYC & Company member businesses -- which include hotels, restaurants, retailers, and cultural attractions -- will have access to special offers for AT&T services through integration at NYC & Company's Business Card Exchanges and a Small Business Roundtable sponsored by AT&T.

In addition, AT&T and YELLOWPAGES.COM are the lead sponsors of an NYC Extreme Local VIP party on Dec. 4 that will highlight the program's 15 neighborhoods. The latest mobile handsets from AT&T will be on display and used to capture photos of the event. Guests also can plot their favorite NYC Extreme Local places on a wall-sized YELLOWPAGES.COM map.