New York's economic development agency has kicked off a review of PR for its "I Love New York" campaign, a year after Gov. Andrew Cuomo pledged $60M for the iconic marketing push.
The New York State Dept. of Ecomomic Development released an RFP on Oct. 17 for a PR firm with experience "managing highly recognized brand names" and destinations to widen exposure of the tourism campaign and "translat[e] the brand awareness into action."Finn Partners' M. Silver is the incumbent firm.
Outreach to consumers, media, stakeholders and other groups, as well as trade show support, crisis management and other PR tasks are covered in the scope of the contract.
Cuomo in May 2013 said he would commit $60M to the state's division of tourism to re-launch the campaign, which originated in 1977 and suffered from "dormant" funding in recent years.
Tourism is a $95.4B industry in the state.
Proposals are due Nov. 12. View the RFP (PDF).
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