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Destination New York – same flavor, new package

February 15th, 2007 · No Comments · Destination Marketing, News

I’ve resisted weighing in on the challenges the I Love NY program is facing. A new boss, a new ad agency, a new website, launching an E-zine (blog), and more. Wow.

As I told J.B., this has probably been one of the greatest branding achievements in advertising history. Even the most ineffective ad agencies and crippling bureaucracies haven’t been able to mess this up. Really, the “do nothing” approach actually works. I’m all for change, but some things are best left alone. SAVE THE LOGO! Everything else can go.

What we really need is New York 2.0 – that’s right, a whole new way of talking about the Empire State. Yup, talk. Forget that CPI stuff. More talk, that’s what we need.

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