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We Love NY Because of the Adirondacks

April 24th, 2008 · No Comments · Destination Marketing

“And that’s another reason I LOVE NEW YORK

I know there are a bunch of agency and media-types trolling for information about I Love NY’s advertising plan. Surprisingly, not a lot has been leaked. In about two weeks, on May 6th, the whole world will learn about our Empire State’s re-branding plan.

Brand Relaunch

The Division of Tourism intends to make a big splash with the unveiling of the revitalized I LOVE NEW YORK brand. On Tuesday May 6, New Yorkers will wake up to find full-page advertisements announcing the rebranding in the state’s major papers, including the New York Times, Albany Times Union, Binghamton Press & Sun-Bulletin, Buffalo News, Rochester Democrat & Chronicle and Syracuse Post-Standard. Meanwhile, in these same cities, mobile billboards will criss-cross the busiest streets to reinforce the message provided in the papers. Plus, Governor Paterson will hold a luncheon with reporters at Rockefeller Center in New York City to promote the relaunch.

Still on May 6, the New York Times will run a New York State-specific crossword puzzle and many Starbucks will hand out coffee in I LOVE NEW YORK cups. Speaking of coffee, street teams in the state’s biggest cities will be at high-traffic rail stations giving in-bound commuters cups of Joe emblazed with the I LOVE NEW YORK logo. Also launching on this day is the new-look, which has been spruced up to fall in-line with the new branding campaign.

I LOVE NEW YORK is canvassing the state with the fresh-look logo in order to familiarize residents with the new brand before branching out to larger audiences. The summer ad campaign will kick into full gear in the coming weeks and spread the message elsewhere throughout the US and the world with a heavy focus on neighboring states in the Northeast. All of these efforts, during the relaunch and those taking place down the line, will be backed by a mighty PR push to generate attention and free media.

I’m not super-excited about the heavy emphasis on newprint ads, but in trying to focus on a more in-state market, these still carry some value. The viral billboard buzz thing is cool, and I think I could even use a cup of coffee right now myself. The media plan seems solid and I can’t argue with the rationale behind the decisions. Given the fact that the resources committed to tourism promotion in our state are well behind our major competitors, I will be the first to give credit to everyone involved in taking on this most-difficult task and making good use of the funds they were allocated.

As much as I would like to share more about the new travel lure piece, custom brochure (pdf, print-on-demand, and mailed), iconified I LOVE NY logos, fresh creative, and new web design – seen it all and it’s good – I’ll keep my screenshots to myself. (If you visit with cookies, I can be bribed).

Here’s the thing I really like:

I Love NY Short Film Contest
Calling all aspiring film makers!
New York State wants to know why you LOVE NEW YORK…

In May, the Division of Tourism will kickoff the I LOVE NEW YORK Short Film Contest, inviting amateur and student film-makers to submit their own 60-second short film on why they LOVE NEW YORK. Submissions will be accepted and viewed online with winners selected in categories such as Best Student Film, Audience Choice Award and more. The winning films will be judged by a celebrity panel and receive great prizes.

Seems there’s some kind of film thing going on. I’d look for an official announcement soon.

I love a good viral campaign. They are fun, fresh, cost-effective, and can produce some interesting and sometimes unexpected results. I believe submissions will be hosted at a new channel to be created at Metacafe – a great choice.

If you’ve got any video or film skills, and you love the Adirondacks, now is your chance at fame. Get your story boards going now. The contest will end in mid-July, so there’s plenty of time. Don’t let the “film maker” thing stop you, anyone over 14 will be eligible. I have no idea what the prizes are, but I do know that the winning short will be shown at a high profile event. Good Luck!


Competition Overview

In mid-May, Governor Paterson will officially announce the “I Love NY” Short Film Competition. This competition will invite filmmakers (ages 14 and up) to produce their take on the iconic “I LOVE NY” campaign and depict what they love about the State in a :60 second short film. We are looking for innovative and creative interpretations of “I Love NY.” Films should highlight the distinctive places, unique characters and hidden gems that make New York State special to you.

Filmmakers will be able to submit their short films between June 1 and July 15. A panel of celebrity judges, including Philip Seymour Hoffman, Tina Fey and Doug Liman, will then review the entries and select the winners which will be announced this fall. In addition to the grand prize, we will award prizes to the top young filmmaker (18 and under), the top student filmmaker (student at a NYS college/university) and six regional winners.

Prizes include the opportunity to screen your short on a national television network, professional HD video equipment, scholarships to professional film workshops, New York weekend getaways and more.

For more information, please visit beginning in May.

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