• September 21, 2007

New York State tourism officials are hoping to revive the iconic "I Love New York" brand, which is celebrating its 30th anniversary.

The state's three partners in the $1 million tourism campaign--Jet Blue Airways, Amtrak and Zipcar--are offering discounted rates for a limited time for a trip to upstate New York from either New York City or Toronto. The partnerships are part of a major fall advertising campaign aimed at persuading residents of New York City and Toronto to "Get Out of Town" and visit upstate.

Previous incarnations of the campaign were supposed to be about New York State in its entirety, but the ads were always most closely associated with New York City. This time around, the focus is on the entire state.

Ads will appear in New York City and Toronto print media, online travel Web sites, and in other digital media over the next seven weeks. The summer ad campaign marked the first time that "I Love New York" advertised heavily on the Internet, and the fall campaign continues this trend.

--Tanya Irwin