The “I Love New York” brand isn’t just for tourists anymore – it’s becoming a cash cow for the state. State officials say that marketing products with New York’s iconic tourism logo is reaping millions of dollars in licensing fees. Hit the jump to read the rest of the story.
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“‘I Love New York’ is a world recognized and beloved brand and it has meaning for a lot of people,” said Empire State Development Corp. Vice President Maha Eltobgy.
Beyond traditional travel souvenirs, the logo can now be found on high-end T-shirts, perfume and – coming soon – bottles of New York spring water.
Goods with the distinctive logo can be bought in far-off locations like London, Italy and Japan.
“We are huge in Japan,” said Samira Ali of CMG Worldwide, the state’s licensing agent. “That is our second-largest market.”
The state, which began licensing the logo in 1994, took in more than $1.83 million in fees during fiscal 2011, up from $1.5 million the year before, ESDC officials said.
“It is a multimillion-dollar licensing program that continues to grow,” said ESDC spokesman Austin Shafran, stressing that the money is used to promote statewide tourism.
The state’s latest venture – launched this month – is an “I Love New York” perfume developed by the city-based perfume house Bond No. 9.
“We are extending the messaging of the brand but we are also reaching new consumers,” Eltobgy said.
The state launched a line of trendy “I Love New York” T-shirts with a company called Junk Food Clothing that can be found at mid-to-higher-end department stores like Macy’s and Saks Fifth Avenue.
“It has a new cachet,” Eltobgy said. “It is a nice T-shirt. People like it.”
ESDC officials said they are even considering opening an “I Love New York” store exclusively for such products.
“Everybody in the world loves that logo,” Eltobgy said.
