New York Visitors Urged to Look Beyond the City

The New York State Division of Tourism is pursuing an initiative to encourage visitors to the U.S. to explore the whole of the state of New York rather than limiting their trip to its most famous city.

One of the aspects of this project is a redesign of the “I Love NY” logo, which is hoped to show people that the brand represents more than just New York City.

The logo changes will reflect themes related to the experiences on offer throughout the state of New York, including scenic drives, state park visits, food and wine tours and outdoor adventure.

New York’s brand makeover will be unveiled at the 2008 World Travel Market (WTM), which kicked off today at the ExCeL center in London.

“We are very excited about using WTM 2008 as the platform to promote the themes and logo changes to the European travel trade and will continue in our quest to create awareness for all the opportunities and activities on offer throughout New York state, which has so much to offer for every visitor,” said Markly Wilson, director of international marketing for the New York State Division of Tourism.