Home > Encyclopedia of Major Marketing Campaigns > Empire State Development Corporation

• I LOVE NEW YORK Campaign
• They Love New York in Old York, Too
• Further Reading

633 Third Ave.
New York
New York
10017-6706
USA
tel: (212)803-3100

I LOVE NEW YORK Campaign

Overview

"It was a tough assignment," wrote Tom Soter in Shoot, "perhaps one of the toughest Charlie Moss had ever faced, He had a product with a poor reputation, associated with crime, grime, and near-bankruptcy. People made jokes about it, disparaged it, disliked it. And Moss had to sell it to the world. He did it with four simple words: 'I Love New York.'"

At the time of Soter's writing, in 1997, the campaign was 20 years old and still running. When it started with the launch of five commercials in May 1977, the campaign's...