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.
Branding is a tool primarily used in business and marketing to help people identify, and fabricate a perception of a company, an individual or a product. The same concept can be extended to places by applying branding techniques to the economic, political and cultural development of geographical locations. Under the umbrella term place branding, mental images and perceptions of nations, states and cities can strategically be projected. Through branding, a city can be transformed into a place people want to live, work, and visit.
