Why New York Thinks Tweaking Iconic Tourism Slogan From ‘I’ to ‘We’ Matters
Photo Credit: Times Square. New York City leaders are using a famous tourism icon to drive civic pride and action. Unsplash / Andreas Niendorf
Skift Take
Tourism marketing slogans should stick to their domain when they try to spur locals to civic pride and action: focusing on what makes the destination so great to attract locals and visitors in the first place.
New York launched a marketing campaign last week that plays on Milton Glaser’s iconic “I Love New York” tourism slogan and logo to drive local civic engagement. It's operating in an environment where it's harder than ever to sell a tourism slogan to a skeptical public.
Developed in 1976, "I Love New York" was originally developed to promote tourism to the state and has become a cultural icon recognized all over the world and a symbol of the Big Apple. It’s one of the most successful slogans in tourism, said Dave Serino, founder and chief strategist for TwoSix Digital, a marketing agency.
Using tourism marketing resources to drive civic pride isn't new. Explore St. Louis has a foundation dedicated to inspiring civic pride. Choose Chicago is using portions of its recent $5.5 million award to clean up "neglected" South Side and West neighborhoods to help residents feel civic pride, which would help make these areas attractive for tourists.
