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New York State Division of Tourism Hires Brand Sense Partners as Licensing Agent to Oversee I LOVE NEW YORK Licensing Program

March 12, 2016 Destination North America No Comments Email Email

Empire State Development (ESD) has hired Brand Sense Partners (BSP) to represent and manage licensing endeavors for I LOVE NEW YORK, the iconic and globally recognized New York State tourism brand. Under the new licensing agreement, BSP will engage licensees and develop a lifestyle licensing program focused on top quality products to help build awareness of New York’s 11 beautiful vacation regions.

“I LOVE NEW YORK is one of the most recognised logos in the world,” said Empire State Development’s Executive Director of Tourism/I LOVE NEW YORK Gavin Landry. “We’re very excited to work with Brand Sense Partners and look forward to leveraging the company’s proprietary brand extension strategy to continue building awareness of I LOVE NEW YORK and everything our great state has to offer.”

The new licensing program will highlight the diverse activities found across the State, including camping, biking, fishing and cooking, as well as its rich history and culture. A key initiative of BSP will include expanding I LOVE NEW YORK’s product distribution into various retail channels available to mass consumers outside of New York City and New York State. Travel enthusiasts and fans of the brand can expect I LOVE NEW YORK to penetrate industries including furniture, housewares, tabletop goods, outdoor recreational products and more.

“As one of the most iconic and sought-after travel and tourism lifestyle brands, we are thrilled to have been selected to represent I LOVE NEW YORK to help further develop the robust and successful licensing program that has been in existence for over 20 years,” said Monica Hallinan, CFO of BSP.

The new licensing agreement between I LOVE NEW YORK and BSP will support the brand’s legacy with a renewed focus on experience, quality and tourism in New York State.

Designed by Milton Glaser on behalf of the State of New York in 1977, I LOVE NEW YORK’s logo purpose was to promote tourism to New York State, and today it is the most recognised tourism logo in the world. The iconic mark is trademarked and owned solely by the State of New York to promote its 11 vacation regions — Long Island, New York City, Hudson Valley, The Catskills, Capital-Saratoga, The Adirondacks, Central New York, Thousand Islands-Seaway, Finger Lakes, Greater Niagara, and Chautauqua-Allegheny.

All uses and appearances must be licensed and used with permission. Empire State Development’s Division of Tourism asks the public to notify New York State if they notice any instances of counterfeit or unauthorized uses. Anonymous tips can be emailed to, with an accompanying photo, location of where it was seen, and contact information of the infringing party. Unapproved uses are at the expense of the taxpayer in the efforts to protect the iconic mark. Therefore, the public can actively be involved in safeguarding the globally recognized and beloved mark.

For information on I LOVE NEW YORK’s licensing program, or how to apply to license the mark, please contact BSP at, or +1 310-867-7222.

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