New York Tourism appoints new agency to oversee I LOVE NEW YORK licensing program


LOS ANGELES, CA – Empire State Development (ESD) has hired Brand Sense Partners (BSP) to represent and manage licensing endeavors for I LOVE NEW YORK, the iconic and globally recognized New York State tourism brand. Under the new representation agreement, BSP will engage licensees and develop a lifestyle licensing program focused on top quality products to help build awareness of New York’s 11 beautiful vacation regions.

“I LOVE NEW YORK is one of the most recognized logos in the world,” said Empire State Development’s Executive Director of Tourism/I LOVE NEW YORK, Gavin Landry. “We’re very excited to work with Brand Sense Partners and look forward to leveraging the company’s proprietary brand extension strategy to continue building awareness of I LOVE NEW YORK and everything our great state has to offer.”

BSP will support the brand’s legacy with a renewed focus on experience, quality and tourism in New York State. The new licensing program will highlight the diverse activities found across the State, including camping, biking, fishing and cooking to name a few, as well as its rich history and culture. A key initiative will include expanding I LOVE NEW YORK’s product distribution into various retail channels available to mass consumers outside of New York City and New York State.

“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,” said Monica Hallinan, CFO of BSP.

Travel enthusiasts and fans of the brand can expect I LOVE NEW YORK to penetrate categories including furniture, housewares, tabletop goods, outdoor recreational products, luggage and more.

Designed by Milton Glaser on behalf of the State of New York in 1977, I LOVE NEW YORK’s logo purpose was to promote tourism to New York State, and today it is the most recognized tourism logo in the world.