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:
Staying right here, within driving distance, can be one of the most remarkable vacations of your life.
Creative Solution: 
So, on the 25th anniversary of the campaign (and its famous song), I pitched and won against large agencies an idea that rocked this campaign’s world. And, with the New York governor’s blessing, I presented in the “Egg” convention center in Albany, to him and his staff, and 1,000 travel and tourism representatives, a new campaign idea that: 1. Replaced the famous song with different music on each spot and bring in the four I-Love-New-York notes at the end; 2. Replaced the expected “I Love NY” cityscapes, Broadway and the like, with amazing experiences that surprise the viewer; 3. Asked rhetorically, with humor, “What did you expect? this is New York.” 4. Received a standing ovation for the governor…and resulted in an across-the-regions increase in tourism awareness and revenue.
Business Value:
Increased awareness of and revenue for the 10 non-NYC 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