NEW YORK — The city's tourism office officially launched its first major international advertising effort last week, aiming to sell potential visitors a new New York, one that's as much the birthplace of hip-hop as it is the home of the Empire State Building.

The campaign is part of an ambitious strategy in the past year to promote New York City around the globe. The tourism office, NYC & Company, already has bureaus in places like Dublin, Buenos Aires and London, and plans to open eight offices in 2007, from Toronto to Tokyo.

Despite its reputation as a top destination, the city has never embarked on a global ad campaign, relying instead on smaller, local efforts in foreign countries.

At stake are billions of dollars. About 44 million people visited the city in 2006, generating an estimated $24 billion for the local economy and outpacing such cities as Las Vegas, Los Angeles and Washington, D.C. Mayor Michael Bloomberg has said he would like the city to reach a goal of 50 million annual tourists by 2015.

The new ad campaign is expected to get going this fall, said George Fertitta, chief executive of NYC & Company.