“I Love New York” for the New York State Department of Economic Development

The State of New York was looking for an agency to promote state tourism in Europe. We helped by offering them two for the price of one, by partnering on the pitch with our U.K. affiliate. We won the account. Then we spent the next few years crisscrossing Europe staffing the continent’s biggest travel trade shows. Our goal was to convince Europeans that “I Love New York” should be the theme of their next holiday. The results saw a 20% annual rise in visitors from abroad. “New York -- je t’adore!”-- In any language.