New Ad Campaign ‘We Love NYC’ Launched to Celebrate NYers Doing Great Things

By: Serach Nissim

The Partnership for New York City has launched a new ad campaign themed “We❤️NYC”.

As reported by Crain’s NY, the new campaign mimic’s the logo of the widely successful,“I❤️NY” tourism campaign, launched back in the 1970’s by Mary Wells at the agency Wells, Rich, Greene.  The new modernized campaign targets, not tourists, but rather city residents and locals, with an inclusive cry for civic action, showcasing the city’s strengths and an appeal to keep it flourishing.

The campaign, which begins this week, is a creative collaboration between agencies MaryamB, Founders, Grain Group and Graham Clifford, and several independent creators. It will feature digital, social and outdoor ads celebrating New Yorkers who are doing great things.  It aims to stir up feelings of pride in our city.

Many of the ads begin with, “We❤️…” listing various things New Yorkers know and love, referencing citywide cultural truths.  Sample ads at train stations include: “We❤️ that the magic of Broadway is a train ride away”; and “We❤️that Hate is never ever tolerated.”  The tone is meant to be “smart, with attitude, irony and toughness … reflecting what it’s like to live and work here,” said Maryam Banikarim and Andrew Lerner of Maryam B. “We wanted to remind New Yorkers that when it comes to NYC, ‘the juice is worth the squeeze.’” The campaign also aims to encourage more New Yorkers to engage in volunteerism and increase energy in other useful civic activities.  “This is our city, and it’s up to us to come together and create its future,” said the Maryam B execs in an email to Ad Age.

As per Crain’s, the new campaign borrows from Milton Glaser’s famous “I❤️NY” logo, and has an approved adaptation of Glaser’s logo, with a different font and a more emoji-like heart. The logo is owned by New York State’s Department of Economic Development, which also owns the “I❤️NY” mark.   Many of the ads will be digital ads, so they can be tweaked over time based on which ads get the best results.  The ads don’t just aim to gain a smile with a passing glance, rather they hope to effect change.

The ads include URLs and QR codes directing people to @welovenyc on Instagram and the website welovenyc.nyc, where inspiring content can be found. As per Crain’s, for now content includes Earth Day activities with the Department of Parks & Recreation, community cleanups with the Department of Sanitation,  auditions for the “MUSIC Under New York” by the MTA, as well as NYC Service and NY Cares opportunities.  “The ‘We❤️NYC’ campaign is meant to be a conversation with New Yorkers, to engage in dialogue, and to make it easier for New Yorkers to get involved and to contribute to the campaign itself,” said Banikarim and Lerner. “Whether they send in a poster, share a story about why they love NYC, suggest an emoji … this campaign is meant to be yours.”

“This campaign is a reminder of our greatest strength—each other,” added the executives at MaryamB. “Time and again we have come to the rescue of our city as a collective. Not ‘me’ but ‘we.’ We’re looking for real New Yorkers who won’t wait around for somebody else to come and save the day but will take it upon themselves to help address the problems the city faces.”