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Revamped "I Love New York" Campaign Asks Tourists To Look Beyond The City

May 7, 2008 By: David Eisen

New York wants tourists to take a bite out of the Big Apple and, when they're done, stay a while to check out the rest of what the state has to offer.

The iconic "I Love New York" campaign is back, but is being updated to drive tourism through the entire state and reach out to consumers who, because of higher gas prices, may be inclined to take shorter trips.

New ads will showcase the breadth of New York, from Long Island to Buffalo, with phrases such as "The state with the heart of the city." An upgraded website is also part of the new campaign.

The new $17-million campaign was unveiled on Tuesday by Governor David Paterson at the Empire State Development lunch. "We are particularly happy that we're going to try to increase the number of people who visit New York from 155 million to 200 million," said the governor.

The original "I Love New York" campaign was launched in 1977. Visit

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