The successful slogan of the seventies, I Love New York (ILNY), was revitalised in a new campaign (2007-8) with objectives: make ILNY a New York State, not just City brand; get a larger share of the 80M leisure travellers living within a 5-hour drive thinking about New York State as a travel destination; increase travel within the State, hotel revenue, visits to tourist website.
I. BUSINESS SITUATION AND OBJECTIVES
Restart the heartbeat of I LOVE NEW YORK
It was 1977. New York State was in a deep economic slump and New York City was crime-ridden and bankrupt. In desperation, the State turned to Madison Avenue with a budget...