• by Fern Siegel , June 3, 2025

The "I Love New York" campaign began in 1977 — and it's still going strong.

The Wells, Rich and Greene agency developed the original tourism work, with the now iconic, much-imitated heart imagery (I heart NY), courtesy of famed graphic designer Milton Glaser. His original drawing is housed at the Museum of Modern Art.

The latest summer push is represented by two spots running in New York State and traditional drive markets in Canada across broadcast, streaming and social. Airing through August, they highlight attractions from Niagara Falls to Montauk Point. The work showcases an array of state attractions, from beaches to arts centers.

The spots, here and here, carry a new tagline: "New York State: Everything You Love."

Creative was developed in-house and with Campbell Ewald.

The summer campaign also includes I LOVE NY's largest mobile marketing tour to promote visitation to the State's 11 diverse vacation regions.

Also new to this year's campaign is a direct-to-consumer global marketing element in the U.K. and Australia, which includes digital billboards in addition to streaming and digital ads.

Ross D. Levi, Empire State Development Division of Tourism executive director-vice president, said: "In addition to iconic attractions ... guests can look forward to special events commemorating the bicentennial of the Erie Canal, a summer of thoroughbred racing at Saratoga Race Course headlined by the Belmont Stakes and Travers races, the Ryder Cup tournament at Bethpage golf course on Long Island, and food and fun at the Great New York State Fair in Syracuse."

More information is available at www.iloveny.com/summer.

(Photo: I LOVE NY)