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On May 9, 2002, The State of New York celebrated the 25th Anniversary of the world-renowned “I Love New York” tourism campaign at a gala honoring Dann Lewis’s boss, John Dyson, at a reception and dinner at the Culinary Institute of America in Hyde Park, New York.

A Brief History of I Love New York:

In 1975, New York State was in the midst of a severe economic recession when Governor Hugh Carey took Office.  John Dyson was appointed to serve as the New York State Commerce Commissioner, and it was determined that tourism would be the primary vehicle to reverse the state’s economic woes. During John’s tenure, the “I Love New York” advertising campaign and logo were created. Also during John’s tenure, Dann Lewis was hired as his Deputy Commissioner and Director of Tourism Development to build the infrastructure upon which a world-class advertising campaign generating millions of inquiries, could be dramatically converted into visitors to New York City and State. The esteemed Milton Glaser was commissioned to produce the branded logo, and Steve Karmen composed the music that would become a powerful statement of support for tourism. The birth of I Love New York has increased toruism and resulted in millions of jobs since 1975, and 25 years later it was still going strong.

Where Dann Lewis Fits In:

Dann Lewis took over and reorganized the tourism staff from a purely public and media relations focus, to an integrated tourism promotion organization that was to develop appropriate collateral materials to complement the phenomenally successful ad campaign, together with a responsive fulfillment operation and call center. Dann developed and implemented national and international trade, press and consumer promotions in partnership with private and public entities such as major hotels and attractions, airlines, the New York League of Theatre Owners, Radio City Music Hall, the Regional Tourism entities in upstate New York and the Port Authority of New York and New Jersey.

Major promotional events invariably resulted in extensive newspaper, television and radio coverage that extended the overall effectiveness and world-wide reach which came to characterize “I Love New York” as the most visible tourism campaign in history. To this day, Dann Lewis is credited with having a pivotal role to play in tourism’s key role in New York State economic development.

Dann H. Lewis, director of the office of tourism, has been selected as one of the most extraordinary sales and marketing minds in hospitality, travel and tourism by senior executives in those industries from around the world.

Dann Lewis, who has served as tourism director in Maine since 1995, was named in January to the Hospitality Sales and Marketing Association International “Hot List of Top 25 for 2005.” Lewis and the 24 others were selected because of their ability to develop marketing strategies that are truly innovative and clever and that get results. In asking for their picks, senior executives from around the globe were told to submit nominees who best exemplified the set criteria: Whose marketing strategies are truly innovative and clever? Whose companies represent a sales-focused organization? Who gets results? Whose work do you wish were your own?

Submitted nominations were reviewed and scored the Hospitality Sales & Marketing Association Internationals executive committee, resulting in the third annual “Top 25″ list.

Dann Lewis has been tourism director for such notable destinations as the Bahamas, the U. S. Virgin Islands, New York (where he originated the famous “I Love New York” marketing campaign) and most recently, the State of Maine.

Congratulations to Dann Lewis!

From: Hospitality Net Industy News - January 2006