The 1970’s were a dark time for New York City. While the economy was down, crime rates were at an all-time high. The negative public image also kept tourists away, driving the city into a financial crisis. To change perceptions about The Big Apple, the New York State Department for Economic Development approached advertising firm Wells Rich Greene to create an inviting marketing operation. After 45 years, the resulting I Love NY campaign remains fresh in the minds of locals and tourists, successfully revamping New York City’s brand. Cities across the world like Paris, Amsterdam and Jerusalem have similarly invested heavily in constructing magnetic brands for themselves.