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I LOVE NEW YORK TAKES STEPS TO RECAPTURE ICONIC BRAND
AND INCREASE REVENUE
OpSec Security and CMG Worldwide Selected to Launch Authentication Program
New York, NY- I LOVE NEW YORK, one of the world's most iconic brands, has launched a new authentication program to protect its brand and legitimate brand licensees from the onslaught of unlicensed and counterfeit I LOVE NEW YORK products in the marketplace. The protection program consists of accompanying officially licensed products with new hologram hang tags and labels, which serve as marks of integrity and control counterfeiting. OpSec Security, Inc., a global leader in anti-counterfeiting and brand protection solutions, and CMG Worldwide, a premier licensing company representing celebrity legends and prized brands, is partnering with I LOVE NEW YORK in the authentication program.
The I LOVE NEW YORK campaign and brand, managed by Empire State Development (ESD), were launched in 1977 to promote tourism and travel for New York State. In May 2008, ESD relaunched the I LOVE NEW YORK campaign to reinvigorate the premier travel brand, nationally and internationally, and further promote tourism in New York State. Today's announcement is the latest component of the brand relaunch.
ESD President and CEO Marisa Lago said, "The primacy of the I LOVE NEW YORK brand is in no small part due to the millions of visitors who purchase officially licensed merchandise that bears the campaign's iconic logo. As part of the relaunch, I LOVE NEW YORK began positioning the brand with contemporary products that go well beyond basic souvenirs. As a result of improving the quality and quantity of official I LOVE NEW YORK merchandise, licensing revenues increased by 70% in 2008-2009."
At its heart, the authentication program serves to further increase revenues and protect the brand as a valuable asset for New York State. Additional steps have been taken by I LOVE NEW YORK to protect the brand, such as the development of "brand guidelines" that aid partners in using the brand's logo in a consistent manner, thereby increasing awareness of and helping to cement an emotional connection with audiences.
"Over the years, I LOVE NEW YORK has become one of the most recognized tourism brands in the world and is widely popular with visitors to New York State. Like many respected brands, counterfeiters have exploited consumers looking for I LOVE NEW YORK souvenirs. We are proud to provide an anti-counterfeiting solution that enables consumers to easily identify genuine I LOVE NEW YORK merchandise from low quality fakes," said Jeffrey Unger, President, Brand Protection, OpSec Security.
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