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NEW YORK The Empire State Development Corp. has hired Saatchi & Saatchi to reinvigorate its 30-year-old “I Love New York” tourism effort, the state said.
This year, the state has budgeted $16 million for the campaign, which will include TV, print, radio and Web ads. Saatchi, a Publicis Groupe shop, was selected after a three-month review involving six other undisclosed shops.
The New York agency will handle creative and media planning duties; sister shop Zenith Media will handle media buying.
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