NEW YORK CITY (WABC) -- Remember the old "I Love NY" campaign? Well, it is being reimagined to reinvigorate the city post-pandemic.
Mayor Eric Adams and Governor Kathy Hochul kicked off the "We Love NYC" campaign on Monday.
They hope that it will showcase the city's strengths as it bounces back.
"This 'We Love NYC' campaign will help to capture that energy and preserve the city's spirit by encouraging New Yorkers of every background to come together, get involved and make a positive change in their community," Hochul said in a statement.
The new campaign is a play on the 1977 "I Love NY" campaign and slogan drafted by designer Milton Glaser, who sketched it using a crayon and envelope in the back of a cab.
"Listen you guys, in the 1970s things were awful here and crime was at record levels," Hochul said.
But a simple PR campaign worked wonders. So why not use a version of it again?
"New York is not coming back, New York is back," Adams said.
The campaign is all about welcoming tourists from all over the world to spend money - but it's also about building our city up, even better from the inside.
Watch for "We NYC" to show up on a sticker or T-shirt soon -- and don't miss the Empire State Building shining red on Monday night in honor of the slogan.
Adams and Hochul were joined by business, labor, community leaders, and some Broadway stars in Times Square.
Anna Uzele, who plays Francine Evans in the soon-to-open musical "New York, New York," sang the title song at the launch, from a show the producers describe as "a glittering love letter to the greatest city in the world."
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