§ 152 — "I Love NY" brand

§ 152. "I Love NY" brand. 1. The department shall enact guidelines for\nthe use of the brand, which shall include measures to allow for the\nexpansion of the brand to fit niche and thematic marketing efforts. When\nappropriate, the brand shall be applied to targeted promotional\ninitiatives, and shall be leased at no cost to any public benefit\ncorporation or not-for-profit, New York heritage trail tourism promotion\nagency, convention and visitors bureau or local government.\n 2. The department shall annually cause to be conducted an analysis of\nthe effectiveness of the "I Love NY" brand on an ongoing basis as\ndetermined to be necessary by the department, but no less than once\nevery five years.\n 3. Nothing in this article shall prohibit the department from\nlicensing and leasing the brand to any commercial entity, provided that\nthe appropriate market value for such lease is obtained.\n 4. Nothing in this article shall prohibit the department from revising\nthe "I Love NY" brand or establishing any number of new and appropriate\nbrands, provided that such changes are supported by at least one\nindependently conducted brand analysis survey.\n 5. Reporting requirements. The department shall annually, on or before\nFebruary first, submit to the governor, the temporary president of the\nsenate and the speaker of the assembly, the tourism advisory council and\nthe chairs of the senate and assembly standing committees concerned with\ntourism a report on the department's activities related to the "I Love\nNY" brand, including but not limited to the following: (a) marketing\nplan including the annual and long term goals, specific plans, target\nregions and performance measures for marketing campaigns using the "I\nLove NY" brand; (b) licensing activity including a list of all entities\nthat licensed the "I Love NY" brand and the total amount received from\nall licensing activities; (c) contractual services including a list of\neach entity providing services related to the "I Love NY" brand, the\namount charged, the nature of the services and the relationship of these\nservices to the department's marketing plan; (d) sponsorship activities\nutilizing the brand; (e) an analysis of the effectiveness of the "I Love\nNY" brand based promotions in stimulating tourism and recommendations\nfor improved utilization of the brand; and (f) an analysis of the\neffectiveness of the department's effort to support historic small\nbusinesses through "I Love NY" brand based promotions and a list of the\nhistoric small businesses highlighted in the brand based promotions.\n