New York Alliance starts search for Empire State builder

-One hometown agency interested in promoting the Empire State could get the chance from The Alliance for a New New York, a partnership between utility companies and New York State’s department of economic development.
Formed in July, the group last week began inviting New York shops to pitch its $5-million account.
“What we’re looking to do is to market the state for business,” said Joseph McDonnell, chairman of the steering committee for The Alliance and vp/external affairs of Long Island Lighting Co., a member of the partnership along with New York Telephone, ConEd and others.
McDonnell said 11 agencies are being asked to participate. They are: Amil Gargano & Partners; Ammirati & Puris; Backer Spielvogel Bates; BBDO; FCB/Leber Katz Partners; Follis Advertising; McCann-Erickson; Riney, Angotti, Hedge; Saatchi & Saatchi; Wells Rich Greene BDDP; and Eric Mower and Associates, Syracuse.
It was not known at press time which agencies would participate.
McDonnell said The Alliance will brief agencies on Sept. 9 and that it hopes to have a campaign up and running in November.
McDonnell said advertising for the Alliance will be designed to “retain, expand and attract industry” to New York State via mass media channels. He added that one campaign will run inside New York and another outside the state and even in Europe to attract investors.
As more partners join the group, the budget will grow since all members contribute to a co-op marketing fund.
Copyright Adweek L.P. (1993)