The heart on the "I Love NY" logo is about to get an overhaul: Gov. Andrew Cuomo is ditching the iconic image, which dates from the 1970s, and asking New Yorkers and visitors alike for something to replace it as part of a $5 million tourism campaign, reports the New York Post. "This campaign reinvents one of our state’s great assets—the 'I Love NY' icon—which is known the world over as one of the most successful advertising symbols ever," said Cuomo, noting the logo has not been used in TV ads for more than three years.
Instead of the heart, people are being asked to submit sketches of their favorite activities and submit the drawings. The new campaign will target New York, Toronto, Montreal, and neighboring states within driving distance. "Other states have been more aggressive in attracting tourism than New York," Cuomo said. "We were the best and we were the first, but somewhere along the way we lost that."