RSS Feed (xml)The Business Review (Albany)
New York state has announced a revitalized marketing strategy for its venerable tourism brand promotion, "I LOVE NY."
The $17 million campaign was put together by Saatchi & Saatchi advertising agency and is geared to drive up the number of visitors by nearly a third to the Empire State -- to 200 million by 2020 from 155 million in 2006. State officials also hope to reap more dollars, jumping to $60 billion per year from the current level of $47 billion. In addition, the tourism industry is responsible for over 740,000 jobs in the state.
The ad effort, featuring enhancements to the promotion's logo, will focus on print publications, guerilla marketing and viral and digital marketing and incorporate sponsorships with airlines JetBlue and Virgin Atlantic and travel companies Orbitz and Travelocity.
State officials said this marks the first upgrade of the "I LOVE NY" campaign in 31 years.
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