The New York State Division of Tourism has appointed Brand Sense Partners to develop an extensive licensing roster for I Love New York.
Under the new agreement, BSP will look to engage licensees and develop a new lifestyle licensing campaign with a focus on building awareness of New York’s 11 vacation hot spots.
The new programe will look to highlight the diverse activities found acros the US state, including camping, biking, fishing and cooking as well as its history and culture.
“I Love New York is one of the most recognised logos in the world,” said Empire State Development’s executive director of tourism, Gavin Landry.
“We are very excited to work with Brand Sense Partners and look forward to leveraging the company’s proprietary brand extension strategy to continue building awareness for I Love New York and everything our great state has to offer.”
Monica Hallinan, CFO of BSP, added: “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.”