The idea for this holiday stimulus campaign came from the its annual Taste of Chinatown food festival, which recently attracted more than 150,000 people, and is the first step in a year-long campaign to promote the neighborhood.
"A one-day hit is great, but how can we extend this?" said Michael Moi, a spokesperson for the Chinatown Partnership. “'SEE Chinatown' is a direct response to what is happening in this economic climate. We're trying to help the community."
Through this campaign, the Partnership, the Asian American Arts Alliance, and local merchants are providing discounts, deals, and events for visitors to the area. Working on PR in-house, the Partnership has a budget of $25,000 for this campaign.
Media outreach includes pitching in-language community papers, general market publications, and calendar sections of New York newspapers, including Village Voice and amNewYork. Online, the campaign is reaching out to arts, food, and shopping Web sites and blogs, and the Partnership recently introduced a new Web site and virtual tours of Chinatown.
While the New York metro area is the target of the campaign, "with the help of the Internet, we're going to extend our message beyond New York City," Moi said. That message is that Chinatown is a family-friendly place to visit, and offers "more bang for your buck," he said.