"I Love NY" a quote seen on T-shirts, sweaters, cups and many other things. People love to be seen with the quote, it's delivering one message: ""I was in New York city, the most exciting city ever built by men."
The "I Love NY-logos" are famous around the world, it's one of the most successful cases of destination branding ever. It isn’t easy, destination branding. You aren't selling a product or service with a specific formula or description. You are selling a country, region or city. Places full of unique individuals with their own habits, beliefs and relations. Just inventing a new slogan and logo won't sell a city. Sure, it could help, but to really make a place more attractive for tourist, residents or other group you are targeting, you need more. You need to change the key characteristics that make your city unique, you need to find those key components that differentiate you're city from other cities and enhance them, you need to make sure that your destination has qualities other cities don’t have and make sure that the people notice those qualities.
New York has implanted this to the max. Is the city perfect? No: poverty, subordinated neighborhoods, crime and other flaws. But New York focuses on their strong point: being the centre of the world, being exciting, vibrant and always awake. The City That Never Sleeps. And that is what destination branding is all about.
Christophe Parrein
Christophe Parrein
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