NY State Tourism

The I Love NY icon used to be a badge of honor. A source of pride. Then it basically became something on a t-shirt that tourists buy in Times Square. Our task was to breathe new life back into this iconic logo for this year's summer campaign - to put the love back into one of the world's most beloved symbols. We did so by taking away the heart and asking people to replace it with a drawing of what they love about NY. A campaign about NY, by the people who love it most.

Drawings were gathered by street teams and online submissions. TV spots showcased specific tourist destinations across NY State. And the Mets and Yankees even got involved. All in all, we evolved an advertising icon by creating a campaign that was more than just advertising. After all, it's not everyday the Governor holds a press conference to launch your campaign.