New York's Love Gets Tired


The thirty year old "I Love New York" campaign is about to get a makeover to the tune of $16 million. Speaking like he has a mouthful of marketing marbles affecting his speech, Empire State Development Corp. Co-Chairman Pat Foye said, "We want to maximize its value and get creative input from the leading advertising agencies around the state and the nation on how we can best be effective stewards of it." Hopefully the agency that takes on this challenge won't get caught spewing babble like this and puke out some piece of shit replacement for a campaign that's done just fine over the years.

by Steve Hall    Feb-13-07   Click to Comment   
Topic: Campaigns   

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My question is why fix it, it's not broke and it still brings New York to mind where ever you see it or hear it? What are they going to do come up with some stupid thing like Omaha's "O!" which doesn't say a thing?

Posted by: roy on February 13, 2007 12:49 PM

Maybe they should work on New Yorkers attitudes first. It's hard to say "I love NY" when New Yorkers seem to dislike and look down on everyone else.

Posted by: Some guy on February 13, 2007 1:41 PM

The issue is about which NY the slogal brings to mind: the city or the the state. "I Love NY" was originally intended for the city, and the state expropriated what had become a very successful communication, just like what they're trying to do now. However, the slogan is still all-City -- all the more so after 9/11.

The fact is, no one really thinks too much about New York State. Ask anyone outside NY (except maybe those living close to the state border) what they think of when they see/hear "New York". Buffalo? The Catskills? Albany??! Don't think so.

So some poor agency will be tasked with coming up with a campaign that I predict will be fairly forgettable because "I Love NY" will always be associated with the Big Apple. It would be better to just start from scratch and come up with a unique campaign. But of course like any risk-adverse client, the State want to hedge their bets by replicating what had once been successful decades ago...

Posted by: daveednyc on February 13, 2007 2:59 PM

I love the smell of piss?

I love the stuck up c*nts who think they are so much better than everyone?

I love living in a toilet?

what a dump

Posted by: Cayman on February 13, 2007 4:02 PM

I love the smell of piss?

I love the stuck up c*nts who think they are so much better than everyone?

I love living in a toilet?

what a dump..good luck

Posted by: Cayman on February 13, 2007 4:03 PM

Great ideas, Cayman!

Posted by: Some guy on February 13, 2007 5:23 PM

That's brilliant, bumpkin. What, you don't learn letters where you're from? The campaign is for the entire state, not just the city. And don't blame the city for the fact that you don't get any action.

Posted by: daveednyc on February 14, 2007 11:36 AM

It's the old advertising custom of "If it ain't broke, fix it." Stuff that works and they change it just because. Like:

Army- Be all that you can be.
Toyota- Oh, what a feeling.
The AT&T logo.

Posted by: Anon on February 14, 2007 4:01 PM

I remember about 10 years ago when Goodby Silverstein were flirting with changing Nike's "Just Do It."

Some people underestimate the power of messages. Like United when they left "Come Fly the Friendly Skies."

On the other hand, Maxwell House has stayed loyal to their message.

Posted by: Somebody on February 14, 2007 4:09 PM