I love New York

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

The Legacy

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 of only $400,000 to see what they could do to make terrified tourists reconsider. The response they got was likely not what they were looking for, but indeed fundamental to the resulting campaign: “With that amount… we can do some research.” 1The State decided to take a chance and spend their entire...

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