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Business, Design

I LOVE NY: The Brand Of A City

By RJA

The I LOVE NY brand and advertising campaign is one of the most iconic marketing campaigns of all time. Launched in 1977, it was designed to promote tourism in New York State and quickly became an international phenomenon. In this blog post, we’ll explore the origins of the I LOVE NY brand and the key elements that made its advertising campaign so successful.

The Origins of the I LOVE NY Brand

In the 1970s, New York State was struggling economically, and tourism was in decline. To help turn things around, the state’s Department of Commerce hired advertising agency Wells Rich Greene to develop a new tourism campaign. The agency’s creative director, Milton Glaser, was tasked with designing a logo that would promote New York State as a desirable travel destination.

Glaser’s design was inspired by a recent trip he had taken to Paris, where he had seen a popular t-shirt with the slogan “I ♥ Paris” on it. He took this idea and created a simple, bold design that replaced the word “heart” with a graphic representation of a heart. The result was the now-famous “I ♥ NY” logo.

The I LOVE NY brand and advertising campaign is a testament to the power of simple, effective marketing. The campaign's focus on New York City, its iconic logo, and its memorable tagline all combined to create a marketing campaign that is still relevant and effective today - even with the updated WE LOVE NY tag line in place.

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The Advertising Campaign

The I LOVE NY advertising campaign was launched in 1977 and quickly became a sensation. The campaign was designed to be simple, memorable, and effective at promoting New York State as a tourism destination. It featured the “I ♥ NY” logo prominently in all its advertising, including print ads, billboards, and television commercials.

One of the key elements that made the campaign so successful was its focus on New York City. The advertising highlighted the city’s many attractions, including Broadway shows, museums, and restaurants. It also promoted other regions of the state, such as the Adirondacks, the Finger Lakes, and the Hudson Valley.

The campaign’s tagline, “I Love New York,” became a cultural phenomenon, and the logo was featured on everything from t-shirts to coffee mugs. Celebrities, politicians, and tourists alike embraced the campaign, and it quickly became an international symbol of New York City and the state.

Impact & Legacy

The I LOVE NY campaign was a resounding success. In its first year alone, tourism in New York State increased by 10 percent. The campaign helped to revitalize the state’s economy and became a template for successful tourism marketing campaigns around the world.

Today, the I LOVE NY brand remains an important symbol of New York City and the state. The logo is still featured prominently in tourism advertising and merchandise, and it continues to be recognized and loved by people around the world.

The I LOVE NY brand and advertising campaign is a testament to the power of simple, effective marketing. The campaign’s focus on New York City, its iconic logo, and its memorable tagline all combined to create a marketing campaign that is still relevant and effective today. It remains a shining example of successful tourism marketing and a beloved symbol of New York State.

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