NY governor Andrew Cuomo and Empire State Development Corporation Kenneth Adams announced a new 5-million-dollar tourism marketing campaign that features a revamped "I Love New York" logo, on Wednesday.
The new logo replaces the heart with a series of sketches drawn by New Yorkers and visitors to New York depicting "what they love about New York State."
Cuomo said the goal was to recapture and "re-imagine" the iconic logo, which after 30 years has been co-opted for various other marketing purposes.
"I am very excited about the campaign because I am bullish about the product," the New York Daily News quoted Cuomo as saying.
"There is no other state that anything over on the state of New York," he said.
The centerpiece of the campaign is a series of TV commercials designed by the firm BBDO Advertising which will run in state television markets and in those of neighbouring states.