NEW YORK (AFP) - Usually anything but demure, New York City is hoping to lure a stampede of tourists with an understated new slogan: "This is New York."

The ad campaign, surprisingly free of flash and sizzle and costing a jaw-dropping 30 million dollars, aims to lure 50 million visitors per year to New York by 2015.

In a metropolitan area with millions of Spanish speakers, the even blander Spanish-language version of the ad translates as "Welcome to New York."

A website in 10 languages was launched at nycvisit.com.

Long since labeled 'the city that never sleeps,' New York 30 years ago wheeled out its successful "I Love New York" campaign, featuring citizens from all walks of life warbling the advert's catchy theme song.

Mayor Michael Bloomberg was on hand for an unveiling in Times Square of the new ad Wednesday, centered on a Disney-style video using real and animated characters touting such classic spots as Yankee Stadium, Coney Island and the Statue of Liberty.

The good news is New York has enough appeal to overcome even the most lackluster publicity: Last year it lured a record 43.8 million tourists.