New Campaign Expected to Increase Tourism by Nearly 30 % by 2020

Governor David A. Paterson today announced a revitalized long-term marketing strategy for the iconic “I LOVE NY” brand campaign. This fresh makeover – led by Empire State Development (ESD) – will take one of the world’s most well-known, signature brands in a new direction that will help increase New York State tourism from 155 million visitors in 2006 to 200 million by 2020 and boost direct tourism spending to $60 billion annually.

“It’s critical that we maintain a strong statewide brand because tourism is presently a $47 billion revenue generator for the State of New York that supports over 740,000 jobs,” said Governor Paterson. “It’s been 31 years since the ‘I LOVE NY’ brand was initially launched and it is an incredible asset for New York. The time to build on this tradition is now and we can take the campaign to a new level in a way that will encourage today’s visitors to experience the incredible getaway opportunities we offer throughout the entire State.”

The campaign, executed by the award-winning Saatchi & Saatchi advertising agency, currently employs a multi-faceted media approach incorporating advertisements in key market newspapers, billboards, direct response, magazines, guerilla marketing and viral and digital marketing. It also introduces progressive brand partnerships with industry partners such as JetBlue, Virgin Atlantic, Travelocity and Orbitz, as well as an updated ILoveNY.com web site, innovative custom brochures and a distinctive new, non-traditional getaway guide.

The new campaign incorporates elements of both New York City and the State into its creative messaging, with artistic imagery that blends familiar city sights with different facets of the State’s landscape.

Among the most eye-catching elements of the campaign are the enhancements to the famous logo itself. Empire State Development and Saatchi have added symbols, such as grass, a butterfly and squirrel in one version to symbolize the State’s natural assets, and grapes to symbolize the State’s outstanding wineries and culinary offerings in another.

“Our logo is already easily one of the most recognized in the world,” said Governor Paterson. “We hope to leverage that recognition by making small distinctive alterations to our logo. By putting our logo in New York's surroundings we will tell a new story about what New York has to offer.”

The launch of the new campaign included a national media event held today in New York City with the Governor, as well as street teams deployed at major transit hubs throughout the State offering coffee and specially designed New York-centric crossword puzzles.

ESD Upstate Chairman Dan Gundersen said: “Studies show that nearly all consumers associate ‘I LOVE NY’ as an urban brand representing the greatest city in the world. Its time that we use that metropolis image to tell consumers about the all the affordable, accessible and attractive vacation and entertainment options offered throughout the rest of the greatest State.”

ESD Downstate President Avi Schick said: “Over the past year we have renewed our commitment to reinvesting in tourism as a key driver of economic growth. We have taken a business-focused approach targeted at the more than 80 million people who live within a three-to-five hour drive, or one tank of gas, of New York State.”

Thomas Ranese, Chief Marketing Officer for Empire State Development said: “People all over the world are in love with New York. The brand relaunch is about celebrating the pride New Yorkers have in the state and in the I LOVE NY travel brand.”

Daniel C. Murphy, President of the New York State Hospitality & Tourism Association said: “This revitalized marketing strategy will increase awareness of the many natural, historic and cultural attributes our great state has to offer. The campaign will allow us to be more competitive with surrounding states--80 million people live within a three- to five-hour drive of New York State --in this ever-changing travel marketplace. The makeover for the internationally known I Love NY brand is a welcome change for the thousands of hoteliers and travel-related businesses that will be directly impacted by this cutting-edge campaign.”

In addition to the new logo enhancements, the $17 million campaign will focus on interactive advertising and partnership opportunities as an important new direction for the campaign.

“We are focusing on promoting New York State where today’s travelers shop,” said Ranese. “There is no doubt that the online world is an essential element of any successful campaign and we’ve devoted 50 percent of our media budget to online media, whether it is banner ads, web site redevelopment and email blasts. We’re using multiple tactics to ensure we’re positioned in the most comprehensive and effective way possible.”

The State, for the first time, is allowing the customization of travel brochures for visitors to ILoveNY.com. Site visitors will indicate geographical locations, activities and events for which they are interested and will be given the option to print a PDF version of the brochure in their own home or have the customized piece mailed to them, thus cutting down on paper and saving costs.

The State’s Getaway Guide is also a dramatically enhanced feature, eschewing the encyclopedic nature of most state’s guides for a more visually appealing, narrative-focused style. The goal in all the campaign elements is to drive potential visitors to the Web site for more in-depth information. Consumers can also continue to call 1-800-ILOVENY.

“What we are doing is ensuring that the best and most up-to-date marketing techniques are being employed on the State’s behalf,” said Gundersen. “Essentially, we’re creating a 21st century brand for a diverse State that is poised to reach today’s travelers in the best ways possible.”

For more information on vacation options in New York State, go to www.ILoveNY.com. Media may view elements of the new campaign at thebeat.ILoveNY.com.

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