New York City Teams up with Popular Children's Book Character for Innovative Kid-Friendly Tourism Promotion

New York, NY, USA: June 2003: NYC & Company and Big Tent Entertainment announced a major campaign today that will promote New York City as a family destination by introducing the world-renowned children's book character, Miffy, as New York City's Family Tourism Ambassador.

Miffy, the popular children's storybook character created by Dutch author/illustrator Dick Bruna, is the focus of more than 100 books, which have sold more than 80 million copies internationally and have recently become available in the United States. As part of this new initiative, New York City will take advantage of Miffy's extraordinary international visibility by featuring Miffy on its web site, in a new hardcover book introducing New York City as a visitor destination and at promotional tourism events.

Cristyne Nicholas, President and CEO of NYC & Company, the city's official tourism marketing organization, stated, "Miffy's broad appeal among children around the world makes her an ideal family travel ambassador. Her generous nature and colorful stories reflect New York City's spirit. New York City is a great family destination and now kids will have their own personal guide."

New York City welcomes nearly 37 million visitors every year of which 11 million are family visitors, making family travel the city's fastest growing visitor category. Up 25% over the last five years, family travel is increasing thanks largely to the transformation of neighborhoods such as Times Square into family friendly destinations and the city's once forbidding crime rate plummeting. According to the latest FBI crime statistics, New York City is not only the safest large city in America, it ranks 197th out of the 216 U.S. cities with populations over 100,000 - placing it directly between Provo, UT (pop: 107,000) and Rancho Cucamonga, CA (pop: 130,000).

Miffy's great popularity abroad will help New York City lure back lucrative European and Asian visitor markets that have been lagging since the events of September 11, 2001. Although international visitors only comprise 18% of total New York City visitors, they are responsible for 42% of total spending.

Big Tent Entertainment will publish a children's hardcover book featuring Miffy at prominent New York City landmarks in November 2003. It will retail for $10.00 and will include tourism information on New York City. Miffy will be featured as a children's travel ambassador on New York City's official tourism web site, www.nycvisit.com. Big Tent Entertainment will also provide costumed characters of Miffy and Friends at select promotional tourism events. Additional items will be created in partnership with NYC & Company for use as promotional materials, premiums and incentives in support of New York City tourism.

"Miffy is one of the most recognized characters in the world and her wholesome image, crafted over the past 50 years, will enhance New York City's reputation as a great city for families to visit," said Richard Collins, Chief Executive Officer at Big Tent Entertainment.

Miffy is an adorable white bunny who has delighted children around the world who relate to the universal themes found in the Miffy and Friends book series. In addition to books, Miffy is featured on over 10,000 unique products around the world. Miffy items range from toys and apparel to videos and chopsticks.

Noggin, Nickelodeon's commercial-free, educational network for kids 2 to 5, recently debuted a stop-motion, animated series based on the Miffy and Friends tales as part of their preschool block.

About NYC & Company

NYC & Company, the city's official tourism marketing organization, is a private, membership-based non-profit dedicated to building New York City's economy and positive image through tourism and convention development, major events and the marketing of the city on a worldwide basis. NYC & Company has a membership of more than 1,500 businesses, including museums, hotels, restaurants, retail stores, theaters, tour organizations and attractions.

Big Tent Entertainment, based in New York City, is built around a management team with extensive experience in building entertainment brands. The Big Tent team brings an eye for wholesome entertainment concepts and characters, an existing network of customer relationships and an in-depth knowledge of consumer marketing and product development. Big Tent Entertainment represents and is the licensing partner of Mercis bv, the brand's worldwide licensor.