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63-609: Ditmars Boulevard begins at an intersection with Shore Boulevard in Astoria on the banks of the East River , just north of Astoria Park . The road continues to the east until it reaches the western edge of LaGuardia Airport , terminating at an intersection with 81st Street, north of Bowery Bay Boulevard and near Marine Air Terminal . Southeast of this intersection, on the other side of the Grand Central Parkway ,

126-523: A traffic circle with 23rd Avenue that also provides an alternate entrance to the airport (closer to terminals C and D). Now taking a more southern direction, Ditmars continues east along the Grand Central and merges with an exit 8 offramp. Shortly after, Ditmars terminates at an intersection with Astoria Boulevard , continuing south as 111th Street for one more block before terminating at Northern Boulevard ( NY 25A ). The earliest Ditmars ancestor

189-417: A greedy city ... It inclines to think that the big apple gets a disproportionate share of the national sap. William Safire considered this the coinage, but because the phrase is not quoted in the text, it is likely that it was used as a metaphor, and not as a nickname for the city. "The Big Apple" was popularized as a name for New York City by John J. Fitz Gerald in a number of horse-racing articles for

252-516: A higher ratio of college-educated residents than the rest of the city as of 2018 . Half of residents (50%) have a college education or higher, while 16% have less than a high school education and 33% are high school graduates or have some college education. By contrast, 39% of Queens residents and 43% of city residents have a college education or higher. The percentage of Astoria students excelling in math rose from 43 percent in 2000 to 65 percent in 2011, and reading achievement rose from 47% to 49% during

315-430: A nickname for New York City, in 1997 Mayor Rudy Giuliani signed legislation designating as "Big Apple Corner" the southwest corner of West 54th Street and Broadway, the corner on which John J. Fitz Gerald lived from 1934 to 1963. The Hotel Ameritania also once had a plaque which was installed in 1996, according to Popik, but it was removed during renovations to the building and was lost. Evidence can also be found in

378-419: A non-fatal assault hospitalization rate of 56 per 100,000 people, compared to the boroughwide rate of 37 per 100,000 and the citywide rate of 59 per 100,000. Its incarceration rate is 277 per 100,000 people, compared to the boroughwide rate of 315 per 100,000 and the citywide rate of 425 per 100,000. Of the five major violent felonies (murder, rape, felony assault, robbery, and burglary), the 114th Precinct had

441-631: A patent from Nieuw Nederland's last governor, Peter Stuyvesant , it is believed to be the oldest remaining dwelling in New York City still used as a residence. There is an adjacent family cemetery. The Smiths, who bought the house in 1975, have been restoring it for many years. The annual public tour was given usually in mid-September by the owners for the benefit of a local historical society, but has since ceased to occur. Before Prohibition , there were dance halls, picnic areas, and amusement park rides at North Beach. Ragtime composer Scott Joplin

504-636: A rate of 385 crimes per 100,000 residents in 2019, compared to the boroughwide average of 424 crimes per 100,000 and the citywide average of 572 crimes per 100,000. Astoria is served by four New York City Fire Department (FDNY) fire stations: As of 2018 , preterm births and births to teenage mothers are less common in Astoria than in other places citywide. In Astoria, there were 84 preterm births per 1,000 live births (compared to 87 per 1,000 citywide), and 15.1 births to teenage mothers per 1,000 live births (compared to 19.3 per 1,000 citywide). Astoria has

567-410: A reference to Los Angeles . It is possible that he simply used "big apple" as a nickname for any large city: Dear Pal, Tony: No, Ragtime Billy Tucker hasn't dropped completely out of existence, but is still in the 'Big Apple', Los Angeles. By the late 1920s, New York writers other than Fitz Gerald were starting to use "Big Apple", and were using it in contexts other than horse racing. "The Big Apple"

630-465: A relatively average population of residents who are uninsured . In 2018, this population of uninsured residents was estimated to be 12%, which is equal to the citywide rate of 12%. The concentration of fine particulate matter , the deadliest type of air pollutant , in Astoria is 0.0078 milligrams per cubic metre (7.8 × 10  oz/cu ft), higher than the citywide and boroughwide averages. Nineteen percent of Astoria residents are smokers , which

693-554: A significant ethnic and religious group. The Astoria Center of Israel , which is listed on the National Register of Historic Places , was built in 1925 after outgrowing the former Congregation Mishkan Israel, which was built in 1904. The 1960s saw a large increase of Greeks , and after 1974 , there was an influx of Cypriots . This cultural imprint can be seen in the numerous Greek restaurants, tavernas , bakeries, and cafes, as well as several Greek Orthodox churches. In

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756-665: A village; there was no disposition at any time to become independent as there was insufficient population or commercial activity to justify such a move. Ravenswood remained an exclusive hamlet within the Town of Newtown until its absorption with the Village of Astoria and the hamlets of Hunters Point , Blissville , Sunnyside , Dutch Kills , Steinway, Bowery Bay and Middleton in Newtown Township into Long Island City in 1870. In 1870, Ravenswood, along with several other hamlets and

819-582: Is a nickname for New York City . It was first popularized in the 1920s by John J. Fitz Gerald , a sportswriter for the New York Morning Telegraph . Its popularity since the 1970s is due in part to a promotional campaign by the New York tourist authorities. Although the history of "Big Apple" was once thought a mystery, a clearer picture of the term's history has emerged due to the work of historian Barry Popik , and Gerald Cohen of

882-679: Is a worldwide piano company. Later on, the Steinways built a sawmill and foundry, as well as a streetcar line. The family eventually established Steinway Village for their workers, a company town that provided school instruction in German as well as English. Part of the motivation for locating the Steinway factory in Queens was to keep the workers isolated from the ferment of labor organizing and radicalism occurring in other parts of New York, notably

945-587: Is about 20 percent of New York City's electricity demand. Ditmars is a middle class section of Astoria bounded by Bowery Bay to the north, 31st Street and the Steinway subsection to the east, 23rd Avenue to the south, and the East River to the west. The adjacent Steinway neighborhood was largely developed as a company town by the Steinway & Sons piano company, and included houses and public facilities that were also available to non-employees. However,

1008-475: Is bounded by the East River and is adjacent to four other Queens neighborhoods: Long Island City to the southwest, Sunnyside to the southeast, and Woodside and East Elmhurst to the east. As of 2019 , Astoria has an estimated population of 95,446. Originally the site of a War of 1812 fortification , a village called Hallet's (or Hallett's) Cove after its first landowner William Hallet, who settled there in 1652 with his wife, Elizabeth Fones grew around

1071-592: Is buried across the Grand Central Parkway at St. Michael's Cemetery , which occasionally holds ragtime concerts. The Rikers Island Bridge to New York City's main prison, Rikers Island , runs from the north end of Hazen Street. Technically, Rikers Island is in the Bronx since New York City took it over from Long Island City in 1884, after it had annexed the South Bronx but before it consolidated Queens. However, like Astoria Heights, Rikers Island gets its mail from

1134-402: Is higher than the city average of 14% of residents being smokers. In Astoria, 19% of residents are obese , 11% are diabetic , and 29% have high blood pressure —compared to the citywide averages of 24%, 11%, and 28% respectively. In addition, 22% of children are obese, compared to the citywide average of 20%. Eighty-nine percent of residents eat some fruits and vegetables every day, which

1197-702: Is higher than the city's average of 87%. In 2018, 79% of residents described their health as "good", "very good", or "excellent", about the same as the city's average of 78%. For every supermarket in Astoria, there are 10 bodegas . Astoria is served by the Mount Sinai Hospital of Queens . Astoria is covered by ZIP Codes 11102 between 37th Avenue and Grand Central Parkway, 11105 north of Grand Central Parkway, 11106 between 31st and 37th Avenues west of 37th Street, 11101 south of 37th Avenue, and 11103 east of 37th Street. The United States Post Office operates five locations nearby: Astoria generally has

1260-702: Is higher than the median life expectancy of 81.2 for all New York City neighborhoods. Most inhabitants are middle-aged adults and youth: 16% are between the ages of 0–17, 41% between 25 and 44, and 22% between 45 and 64. The ratio of college-aged and elderly residents was lower, at 10% and 12% respectively. As of 2018 , the median household income in Community District 1 was $ 67,444. In 2018, an estimated 18% of Astoria residents lived in poverty, compared to 19% in all of Queens and 20% in all of New York City. Around 8% of residents were unemployed, compared to 8% in Queens and 9% in New York City. Rent burden, or

1323-400: Is part of Astoria. The etymology of Ravenswood may have been for the population of ravens, or a character from The Bride of Lammermoor . It was situated around Sunswick Creek , which drained into the East River at the current location of Socrates Sculpture Park . The land was acquired in 1814 by Col. George Gibbs , a businessman from New York City who developed it. Gibbs died in 1833, and

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1386-652: Is patrolled by the New York City Police Department 's 114th Precinct. Fire protection is provided by Battalions 45 and 49 of FDNY . Politically, Astoria is represented by the New York City Council 's 22nd and 26th Districts. The area now known as Astoria was originally called Hallet's Cove (also spelled Hallett's Cove), after its first landowner William Hallet, (or Hallett) who settled there in 1652 with his wife, Elizabeth Fones , though they moved to Flushing after their farm

1449-604: Is preserved today by the Museum of the Moving Image and Kaufman Astoria Studios . For census purposes, the New York City government classifies Astoria as part of three neighborhood tabulation areas: Steinway (north of Grand Central Parkway ), Old Astoria (north of 31st Avenue and approximately west of 31st Street), and Astoria (in the remaining area approximately north of Northern Boulevard / 36th Avenue and approximately west of Hobart Street / 50th Street). Based on data from

1512-453: Is sometimes referred to simply as "Steinway", and the northern end around Ditmars Boulevard is sometimes referred to as "Ditmars", with their convergence point bearing the neighborhood name "Ditmars-Steinway". Banners displayed on lamp posts along 30th Avenue refer to it as "the Heart of Astoria". Ravenswood is the name for the strip of land bordering the East River and Long Island City, and

1575-530: The Chicago Defender , an African-American newspaper that had a national circulation. Writing for the Defender on September 16, 1922, "Ragtime" Billy Tucker used the name "big apple" to refer to New York in a non-horse-racing context: I trust your trip to 'the big apple' (New York) was a huge success and only wish that I had been able to make it with you. Tucker had also earlier used "big apple" as

1638-624: The 2010 United States Census , the combined population of these areas was 154,141, a decrease of 17,427 (10.2%) from the 171,568 counted in 2000 . Covering an area of 2,556.2 acres (1,034.5 ha), the neighborhood had a population density of 60.3 inhabitants per acre (38,600/sq mi; 14,900/km ). The racial makeup of the neighborhood was 52.2% (80,533) Non-Hispanic White , 4.7% (7,204) black, 0.2% (250) Native American , 14.3% (22,100) Asian , 0.0% (70) Pacific Islander , 1.0% (1,532) from other races , and 2.1% (3,238) from two or more races. Hispanic or Latino of any race were 25.4% (39,214) of

1701-771: The East Elmhurst ( ZIP Code 11370) station of the Flushing Post Office. Astoria is patrolled by the 114th Precinct of the NYPD , located at 34-16 Astoria Boulevard. The precinct also covers parts of Long Island City and Woodside. The 114th Precinct has a lower crime rate than in the 1990s, with crimes across all categories having decreased by 83.9% between 1990 and 2019. The precinct reported 2 murders, 34 rapes, 184 robberies, 364 felony assaults, 196 burglaries, 782 grand larcenies, and 136 grand larcenies auto in 2019. As of 2018 , Queens Community District 1 has

1764-488: The Missouri University of Science and Technology . A number of false theories had previously existed, including a claim that the term derived from a woman named Eve who ran a brothel in the city. This was subsequently exposed as a hoax. The earliest known usage of "big apple" appears in the book The Wayfarer in New York (1909), in which Edward Sandford Martin writes: Kansas is apt to see in New York

1827-767: The New York City Housing Authority project that was built in 1949 to 1951 with this name between 34th and 36th Avenues, and 12th and 24th Streets. The name also identifies the large electric power station established along the shore of the East River, just south of the Roosevelt Island Bridge . The Ravenswood Generating Station which includes Ravenswood No. 3 or " Big Allis ", was built by Con Edison in 1963–65 but, due to deregulation, has subsequently been owned by KeySpan , National Grid, and TransCanada . The power plant can generate approximately 2,500 megawatts of power, which

1890-510: The New York Morning Telegraph in the 1920s. The earliest of these was a casual reference on 3 May 1921: J. P. Smith, with Tippity Witchet and others of the L. T. Bauer string, is scheduled to start for "the big apple" to-morrow after a most prosperous Spring campaign at Bowie and Havre de Grace. Fitz Gerald referred to the "big apple" frequently thereafter. He explained his use in a column dated February 18, 1924, under

1953-459: The War of 1812 . The coastal fort also had an inland defensive position, Castle Bogardus, to protect from a land attack. Together these structures where the first permanent buildings in what would become Astoria. By 1815 the fort would be abandoned, but by 1836 a small village of 20 to 30 dwellings and an Episcopalian church was built, naming itself the aforementioned Hallet's Cove. Beginning in

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2016-487: The 1990s, Steinway Street between 28th Avenue and Astoria Boulevard saw the establishment of many Arabic shops, restaurants, and cafes, which is unofficially called "Little Egypt", due to the number of Arabs residing there and the mostly Egyptian shops and lounges there. Croatians from Croatia and Bosnia-Herzegovina have been numerous since the 1960s and their numbers continue to grow. New populations of South American and Balkan peoples have seen significant growth since

2079-621: The Asian minority decreased by 5% (1,120), and the change in the small Black population rounded to 0% (11). Taking into account the three census tabulation areas, the White and Asian populations both actually increased in Old Astoria, but decreased enough in Astoria and Steinway to cause an overall decrease; on the other hand, the Black population decreased in Old Astoria and increased equivalently in

2142-543: The Detroit area. However, as of 2010, the Bangladeshi American community in Astoria has been increasing. By the early 21st century, Astoria was one of the most ethnically diverse neighborhoods in Queens, with people from around 100 countries residing there as of 2015 . Population losses in Queens were particularly high in immigrant neighborhoods such as Astoria, which suffered the greatest population loss in

2205-469: The Ditmars neighborhood was not included in the Steinway & Sons company housing and related facilities project. The neighborhood takes its name from Ditmars Boulevard which was named in honor of Abram Ditmars, the first mayor of Long Island City, New York, elected in 1870 (the city became a mere neighborhood when Queens became a part of Greater New York). His ancestors were German immigrants who settled in

2268-549: The Dutch Kills area in the 1600s. Astoria Heights, or Upper Ditmars (part of East Elmhurst), is bounded by Hazen Street to the west, La Guardia Airport to the east, Bowery Bay to the north, and Astoria Boulevard and the Grand Central Parkway to the south. It is mostly a quiet middle class neighborhood of one- and two-family private homes. The Riker-Lent Homestead is near the north end of Astoria Heights at 78-03 19th Road. Built around 1655 by Abraham Riker under

2331-441: The East River the new Long Island village named in his honor. Astor, however, never actually set foot in Astoria. During the second half of the 19th century, economic and commercial growth brought increased immigration from German settlers, mostly furniture and cabinet makers. One such settler was Heinrich Engelhard Steinweg , patriarch of the Steinway family who founded the piano company Steinway & Sons in 1853, which today

2394-608: The Lower East Side. Astoria and several other surrounding villages, including Steinway, were incorporated into Long Island City in 1870. Long Island City remained an independent municipality until it was incorporated into the City of Greater New York in 1898. The area's farms were turned into housing tracts and street grids to accommodate the growing number of residents. Astoria also figured prominently in early American filmmaking as one of its initial centers. That heritage

2457-557: The Village of Astoria, merged to form Long Island City. In 1875, the first commercial buildings were erected, and the mansions were converted into offices and boarding houses. In 1879, the Long Island Terra Cotta Company was established in Ravenswood, by Rudolph Franke. By 1900, Ravenswood was heavily commercial, and remains so to this day. However, the name has retained its residential character through

2520-819: The area include the Hellenic American Action Committee (HANAC) and the Federation of Hellenic Societies of Greater New York. Most of the 20,000 Maltese in New York City live in Astoria, and although this population has steadily been emigrating from the area, there are still many Maltese, supported by the Maltese Center of New York. Beginning in the mid-1970s, the neighborhood's Muslim population grew from earlier immigrants from Lebanon to also include people from Kosovo , Albania , Bosnia-Herzegovina , Montenegro , Egypt , Syria , Yemen , Tunisia , Morocco , and Algeria . In

2583-405: The city, losing more than 10,000 residents between the years 2000 and 2010. There is some debate as to what constitutes the geographic boundaries of Astoria. The neighborhood was part of Long Island City prior to the latter's incorporation into the City of Greater New York in 1898. The area south of Astoria was called Ravenswood, and traditionally, Broadway was considered the border between

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2646-795: The early 1990s, including a large population of Brazilians , who reside in the 36th Avenue area. Albanians , Bulgarians , Serbs , and Bosnians have also shown a rise in numbers. Many Spanish Americans live in Astoria, with most of them being of Galician heritage from Northwestern Spain; this community is supported by the Casa Galicia (Galicia House) and the Circulo Español (Spanish Circle). At one time, many Bangladeshi Americans settled in Astoria, but by 2001, many of them had moved to Metro Detroit . A survey of an Astoria-area Bengali language newspaper estimated that, in an 18-month period until March 2001, 8,000 Bangladeshi people moved to

2709-408: The early 19th century, affluent New Yorkers constructed large residences around 12th and 14th Streets, an area that later became known as Astoria Village (now Old Astoria). Hallet's Cove, incorporated on April 12, 1839, and previously founded by fur merchant Stephen A. Halsey , was a noted recreational destination and resort for Manhattan's wealthy. The area was renamed for John Jacob Astor , then

2772-480: The fort. Hallet's Cove was incorporated on April 12, 1839, and was later renamed for John Jacob Astor , then the wealthiest man in the United States, in order to persuade him to invest in the area. During the second half of the 19th century, economic and commercial growth brought increased immigration. Astoria and several other surrounding villages were incorporated into Long Island City in 1870, which in turn

2835-637: The headline "Around the Big Apple": The Big Apple. The dream of every lad that ever threw a leg over a thoroughbred and the goal of all horsemen. There's only one Big Apple. That's New York. Fitz Gerald reportedly first heard "The Big Apple" used to describe New York's racetracks by two African American stable hands at the New Orleans Fair Grounds. Using racing records, Popik traced that conversation to January 1920. In recognition of Fitz Gerald's role in promulgating "The Big Apple" as

2898-451: The land was divided into nine parcels by three developers. From 1848, there were several mansions built on this land, but the high class housing did not survive. The spring of 1853 brought the opening of a post office of its own and country store "run by Messrs. Moore & Luyster, and Mr. Samuel H. Moore of that firm received the appointment of postmaster, handling the mails in a corner of the store." Ravenswood, unlike Astoria, never became

2961-443: The late 1950s, if it was known at all, it had come to be considered an outdated nickname for New York. In the early 1970s, however, during the city's fiscal crisis , "People were looking around desperately and some of them seized that old phrase the Big Apple to remind people of when New York had been a strong and powerful city and might become that again," according to the official Manhattan Borough Historian, Dr. Robert Snyder. It

3024-551: The late 1960s, a 'Greek Town' neighborhood coalesced in Astoria. From 1960s to 1980s the number of Greeks constantly increased. While the population of Greeks in Astoria was 22,579 in 1980, it dropped to 18,127 by 1990 due to decreased immigration and lower birth rates. During the 2000s, the Greek immigration dropped again. During the 2010s and 2020s economic issues in Greece caused a resurgence of Greek immigration. Greek organizations in

3087-553: The neighborhood's reputation as a progressive political hub - as of 2023, it became the only district in the United States to elect Democratic Socialists of America representatives at municipal, state, and federal levels; and "The Big Apple ’s Fruit Basket" due to the thousands of fruit trees, particularly fig trees, cultivated in local yards. Astoria is located in Queens Community District 1 and its ZIP Codes are 11101, 11102, 11103, 11105, and 11106. It

3150-686: The other regions. The decreases in the Hispanic / Latino population and in racial groups, however, were relatively even across the three areas. The entirety of Queens Community District 1 , which includes Astoria and parts of Long Island City, is bounded to the east approximately by the Brooklyn-Queens Expressway and 81st Street, and to the south approximately by Queens Plaza and Northern Boulevard . It had 199,969 residents according to NYC Health 's 2018 Community Health Profile, with an average life expectancy of 83.4 years. This

3213-483: The percentage of residents who have difficulty paying their rent, is 47% in Astoria, slightly lower than the boroughwide and citywide rates of 53% and 51% respectively. Based on this calculation, as of 2018 , Community District 1 is considered to be gentrifying : according to the Community Health Profile, the district was low-income in 1990 and has seen above-median rent growth up to 2010. Astoria

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3276-536: The piano manufacturer, had a final assembly factory on Ditmars Boulevard until the 1960s. Ditmars Boulevard is served by the following: The boulevard is the location of Brett Weir's apartment in Jerky Boys: The Movie , as a symbol for moving up in the city. Astoria, Queens Astoria is a neighborhood in the western portion of the New York City borough of Queens . Astoria

3339-534: The population. The Astoria and Old Astoria tabulation areas had greater Hispanic / Latino and Asian populations, and the Old Astoria area specifically had a greater Black population. The racial and ethnic composition of Astoria changed significantly from 2000 to 2010. The most significant changes were the decrease in the Other population by 64% (8,919) and the decrease in the Hispanic / Latino population by 13% (5,705). The White majority also decreased by 2% (1,699), while

3402-429: The road begins again, as a continuation of a short segment of 86th Street (which itself begins at 23rd Avenue) in East Elmhurst . This segment is one-way eastbound, merging with the eastbound exit ramp of exit 6 on the Grand Central, which serves 94th Street. At 94th Street, a main arterial which provides access to and from the airport, the road becomes two-way. It provides an eastbound entrance ramp, and shortly intersects

3465-414: The same time period. Astoria's rate of elementary school student absenteeism is about equal to the rest of New York City. In Astoria, 19% of elementary school students missed twenty or more days per school year , less than the citywide average of 20%. Additionally, 78% of high school students in Astoria graduate on time, more than the citywide average of 75%. Big Apple " The Big Apple "

3528-449: The two. Today, however, many residents and businesses south of Broadway identify themselves as Astorians for convenience or status, since Long Island City has historically been considered an industrial area , and Ravenswood is now mostly a low-income neighborhood. Some of the thoroughfares have lent their names to unofficial terms for the areas they serve. For instance, the eastern end of Astoria, with Steinway Street as its main thoroughfare,

3591-466: The wealthiest man in the United States with a net worth of more than $ 40 million, in order to persuade him to invest in the neighborhood. He only invested $ 500, but the name stayed nonetheless, as a bitter battle over naming the village finally was won by Astor's supporters and friends. From Astor's summer home in Yorkville, Manhattan —on what is now East 87th Street near York Avenue —he could see across

3654-535: Was Jan Jansen Ditmarsen (John the Son of John from Ditmars) who immigrated to America from Holstein in Germany. The first Ditmars settled in Dutch Kills about 1647. Ditmars Boulevard and the East River was the site of Dr. Dow Ditmars' home. The doctor, who died in 1860 at age 90, was held in high esteem by the community. A son, Abram Ditmars, later became the first Mayor of Long Island City in 1870. Later, Steinway and Sons ,

3717-413: Was a popular song and dance in the 1930s. Jazz musicians in the 1930s also contributed to the use of the phrase to refer to New York City, specifically to the city and Harlem as the jazz capital of the world. Beside the song and the dance, two nightclubs in the city used "Big Apple" in their names. Walter Winchell and other writers continued to use the term in the 1940s and early 1950s, but by

3780-404: Was destroyed by Native Americans . The peninsula was bordered to the north by Hell Gate , to the west by the East River , and the south by Sunswick Creek . Hallet bought the land in 1664 from two native chiefs named Shawestcont and Erramorhar. In 1814 the area of Hallet's point became the site of Fort Stevens , a defensive work to protect Hell Gate from a potential British attack during

3843-550: Was first settled by the Dutch , English, and Germans in the 17th century. Many Irish settled in the area during the waves of Irish immigration into New York City during the 19th and early 20th centuries. Italians were the next significant immigrants in Astoria, and numerous Italian restaurants, delis, bakeries, and pizza shops are found throughout Astoria, particularly in the Ditmars Boulevard area. Jews were also

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3906-606: Was incorporated into the City of Greater New York in 1898. Commercial activity continued through the 20th century, with the area being a center for filmmaking and industry. Astoria is colloquially referred to by several nicknames: "Actoria" highlighting the neighborhood's significant population of actors, drawn by its proximity to the Kaufman Astoria Studios , Silvercup Studios , and the Theater District ; "The People's Republic of Astoria," referencing

3969-553: Was then that the New York Convention and Visitors Bureau – now NYC & Company , New York City's official marketing and tourism organization – with the help of the Ogilvy & Mather advertising firm, began to promote the city's "Big Apple" nickname to tourists, under the leadership of its president, Charles Gillett. The campaign was a success, and the nickname has remained popular since then. Today,

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