I Love NY Brochure / New York State Department of Tourism
Lead Copywriter
Saatchi & Saatchi / New York (Contractor)
This was a dream project. I grew up in New York State and have lived here all my life, so the fact that I was selected as the writer for the I Love NY brochure was just about the greatest homecoming any New Yorker could ever hope for.
I’ve done quite a bit of traveling, but I’ve yet to find anyplace in the world that compares to the nuances, the feeling, and the breathtaking physicality of New York State.
So my approach to the brochure was simple. I would write it in my own voice, the voice of a fan – and tell its story as if a friend were coming to visit and I wanted them to experience all of the best parts. Much of what’s featured in the brochure stems from first-hand experience—although, there was quite a bit of research involved as well.
In the end, the project brought me even closer to the state I call home. And it’s nice to know that I’m helping to share it with the rest of the world.
