Governor Andrew M. Cuomo announced a co-branding partnership between Empire State Development’s Division of Tourism/ I LOVE NEW YORK and Delta Air Lines.
The new co-branded logo was unveiled outside the New York Stock Exchange on Thursday, September 10, as Delta rang the closing bell.
“When people take the time to experience New York, they fall in love and keep coming back – and that means more tourism and economic activity for our state,” Governor Cuomo said. “This partnership will bring the I LOVE NY brand to new heights, and I am proud that our administration is partnering with Delta Air Lines to promote all that the Empire State has to offer.”
Delta will leverage the co-branded logo in a statewide, multi-faceted advertising campaign, featuring ads that communicate the airline’s commitment to New York State through its sponsorships of iconic cultural landmarks and destinations, partnerships with the sports teams New Yorkers love, industry-leading network and product offerings, and ongoing commitment to continually improving travel in and out of New York.
The campaign will reach New Yorkers through street-level placements, airport assets, radio, digital marketing and social media. The campaign will promote borough-specific partnerships in each of New York City’s five boroughs before moving upstate to Rochester, Buffalo and Syracuse. Travelers from near and far will also experience the campaign at several New York airports with the co-branding at varying customer touch points, such as jetways and flight information screens, and on board flights in the annual New York edition of the Delta’s Sky magazine.
“This partnership demonstrates Governor Cuomo’s strong commitment to bring all of New York’s world-class attractions and destinations – especially those Upstate – to visitors from around the globe,” said Empire State Development President, CEO & Commissioner Howard Zemsky. “From beaches and wineries, to hiking and biking and everything in between, New York State is truly a one-stop shop for visitors planning a vacation of any kind. We have launched successful international initiatives in recent years, including the opening of I LOVE NY offices in Australia and China, and are looking forward to this new partnership with Delta Air Lines as we encourage travelers to visit all 11 beautiful regions of the Empire State.”
“I LOVE NEW YORK is a celebrated New York State symbol, both here and around the world, and we couldn’t be more excited to associate our own logo with such an iconic brand,” said Gail Grimmett, Delta’s senior vice president, New York. “We are proud to have served New York since 1937, and with the investments we’ve made and the growth we’ve experienced over the past seven years, there’s no question now that Delta IS New York. This new joint logo signifies Delta’s commitment to this great state—not only at our airports, but also in our communities, where our Delta team proudly lives and works. We are grateful to Governor Cuomo and his team for their support of this exciting new partnership.”
Delta Air Lines employs more than 10,000 in New York State and has invested more than $2 billion in New York City airports, bringing state-of-the-art technology and award-winning chefs to a growing number of New York passengers – more than 24 million in 2014. Altogether, Delta’s operations in New York State contribute over $13 billion in economic impact to the State annually.
The original I LOVE NY logo was designed in 1977 to promote tourism in New York State. As New York’s tourism industry has diversified and grown over the years, the iconic logo, owned solely by the State of New York, continues to strongly represent every corner of the State, including all eleven tourism regions: the Adirondacks, Catskills, Chautauqua – Allegheny, Greater Niagara, Long Island, Thousand Islands Seaway, Capital – Saratoga, Central New York, Finger Lakes, Hudson Valley and New York City. The logo is trademarked logo and owned by Empire State Development, New York State’s Economic Development Agency.