TV: Harvey Fierstein Kicks Off BROADWAY WEEK!

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The Broadway League and NYC & Company, New York City's official tourism, marketing and partnership organization, today announced winter marketing programs - including the first ever Broadway Week featuring 2-for-1 tickets to participating shows from January 24 - February 10, 2011 - to encourage residents and visitors to experience the best New York City has to offer this winter.

The marketing campaigns-including the Get More NYC campaign, the first-ever Broadway Week and the return of the On the House Off-Broadway promotion and NYC Restaurant Week-offers visitors and New Yorkers savings and promotions at the City's hotels, restaurants, shops, theaters, and cultural attractions in January and February. The winter initiatives are designed to grow tourism across the five boroughs and provide a boost to the local economy as part of a larger effort to reach the City's to attract 50 million visitors to the city by 2012. The Broadway League reports robust holiday grosses and a strong start to 2011 with the last two weeks grossing $60 million. The most recent week ending 1/2/11 on its own was probably the highest grossing week in recorded history.

Charlotte St. Martin, Executive Director of The Broadway League, says, "As Broadway is cited as a primary reason why theatergoers from outside New York City visit our city, we are excited to give them yet another reason to come to New York and see a Broadway show. NYC & Company is a natural partner for us to launch the first ever Broadway Week promotion. We look forward to seeing this effort become as successful as Restaurant Week, one of their premiere promotions."

"Broadway brings more money into New York than all of our sports teams put together. Who can resist a half-price sale? Hopefully not New Yorkers or visitors to New York! If you haven't seen a Broadway show, you haven't seen New York," said four-time Tony Award winner Harvey Fierstein, who will be taking on the leading role in La Cage Aux Folles.

"Today's announcement of the Get More NYC Broadway Week is part of a large set of marketing and promotional programs to drive tourism and boost the local economy during the historically slow travel months of January and February," said George Fertitta, CEO of NYC & Company. "Today we want to remind everyone that there is no better time to visit New York City or - if you you're already a New Yorker - to take advantage of all the our great City has to offer."

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