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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.