Business Challenge
The branding of I Love NY, famous as it was, made you think of New York, the City. Not the 10 other regions of the state with their thousands of places for tourists to know and enjoy, too. This didn’t sit well with the local municipalities of the state, which was hurting from loss of tourism stopping mostly in NYC and on the island of Manhattan.
Target: Travel and tourism market within a car-distance area (NY, NJ, CT, PA)

Customer Insight
I want to “do right” by my family, to have a remarkable time in a remarkable place, but it’s so expensive to really “do a vacation right” isn’t it?

Strategy/Brand Positioning
State of Mind. New York, the State, not just the City, is top of mind for great vacations.

Creative Solution
On 25th anniversary of the campaign (and its famous song), a new campaign that:
1. Replaced I Love NY music with something surprising and different on each spot, and then, brought in the familiar four I-Love-New-York notes at the end as a button
2. Replaced the expected “I Love NY” images of cityscapes, Broadway, etc, with NY experiences that surprised the viewer. Then asked rhetorically, whimsically, “What did you expect? This is New York.”

Results and Business Value
Increased awareness and revenue for the 10 regions of NY state.

 

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

To set up a meeting and learn more, contact janzlotnick@gmail.com