Marketing New York

I grew up in Syracuse, New York in the ‘70s. Well actually, the ‘60s, ‘70s, and ‘80s. I went to college at Cornell in Ithaca, New York and then graduate school at Columbia in Manhattan. I’ve been living in and around New York City as an adult now for over thirty years. To say I’m a New Yorker is an huge understatement.

I Love New York.

I can remember the first I Love New York advertising campaign...the first concerted effort to drive tourism throughout the State. Growing up, I was one of those kids who was obsessed with advertising. So trying to figure out what it all meant was a complete fascination of mine. At first I couldn’t understand why a State would advertise, then I got it. Got it!

My fascination continues to this day with the enduring I Love New York tourism campaign. It is best in class IMHO, and the continuity is awe-inspiring from a marketing perspective. The latest iteration is beyond fabulous. It’s called “Tomorrow Starts Today.”

That’s exactly how I feel about the City and the State! Of course this piece of film is more about driving business to New York State, but I can still relate to the sentiment.

The overall campaign has so many legs, which is what makes it so effective...like this inspiring piece about the history of equal rights in the State:

Yes indeed, equal rights still thrive here...now more than ever!

Like a true brand, the State is even doing promotional offers with other brand partners, like this one with Delta:

I always say that anything and everything is a brand. An airline. A person. Even a State. I Love New York. The State, the City, and the marketing campaign.

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