Flashback Friday — The Marketing Strategy that Saved New York City

| October 18, 2011
[youtube=http://www.youtube.com/watch?v=SQcLPqA5X0c] Back in the 1970s, New York City was amidst a fiscal crisis due to inflation, an energy crisis, and rising operating costs. The city had hit rock bottom. Crime was out of control, businesses were leaving in droves, much of the city’s housing was left vacant with families fleeing to the suburbs, and tourism was suffering because of how the city was perceived. The thrilling and enchanting appeal of the once thriving New York City had been lost.
The state decided to look to Madison Avenue for help and commissioned the ad agency Well, Rich, and Greene to develop a campaign. In 1977, the state of New York launched the “I love NY” slogan and logo. Ads were also run featuring Frank Sinatra, Morgan Fairchild, and Yul Brynner.

 
After the collapse of the World Trade Center in 2001, the logo was revamped by its original artist stating, “I love NY more than ever” with the heart subtly blackened in the left-hand corner. However, the city and state chose not to purchase the revision.

To this day, the “I love NY” campaign is consistently seen around the world. The logo hangs all over New York City and can be found on every piece of junk imaginable in the city’s gift shops. And with its simple design, it has avoided becoming outdated.
 
Resources:
“The I LOVE NY Logo Story” — wearehappytoserveyou.com