Lou Hammond and Associates were recently hired to provide tourism support as PR AOR for Empire State Development, New York State's economic development division, while Saatchi & Saatchi will handle advertising efforts.
This official rebranding will promote New York state, from Long Island's vineyards to Niagara Falls, to attract foreign and cash-strapped American tourists to “the state in the heart of the city,” reports the Times.
To differentiate from other mid-Atlantic states, Alison Gragnano, creative director for Saatchi & Saatchi, said to the Times, “we have the pulsating heart and soul of New York City in everything we do.”
About half of the projected 17 million dollar budget will be allocated to spending on online initiatives, according to the Times. One noted promotion will be a contest for consumers to submit their own “I love New York” commercials to be added to its Web site, in partnership with the IFC cable network.
Partners for the campaign, include American Express, Amtrak, Jetblue, Tribeca Film Festival, and Virgin Atlantic.
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