By Stephen Lepitak, -

April 10, 2014 | 2 min read

“For me, there is no better brand in the world," the chief marketer behind the iconic I Love NY campaign has told The Drum while discussing the current tourism strategy.

With a budget of $60m this year, which has just produced its first two TV spots in the US, Rich Newman, executive vice president of marketing and state strategy at Empire State Development, has been charged with not just promoting the city of New York, but the entire state, the 27th largest in America.

In an exclusive interview with The Drum at the organisation's offices in Manhattan, Newman discussed the historic importance of the iconic brand for the decades old campaign, the input that its creator, designer Milton Glaser, has on the campaign today and how important it is for the economy of the state as well.

“Tourism is a huge economic driver for this state. What we have, aside from the governor's commitment to making tourism important, is that this is an incredible state. The offerings and attractions and interests we have are absolutely unparalleled around the world in terms of the concentration of assets in one place," he said.

Later in the interview he highlighted the pride that is still taken by the campaign from those living within the state as a result of the international recognition that it has achieved and discussed his views in some if the rival state tourism campaigns.

The new TV spots for the I Love NY campaign were released in February, with the aim of promoting the family activities that can be enjoyed in the state and developing its reputation as a lace to visit away from the city.

You can read the full interview with Newman in the the latest issue of The Drum.

Subscribers can access a pdf copy of the latest issue here.

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