Press Release: NYS, August 26, 2004

Governor George E. Pataki today hosted the kick off of the 2004 I LOVE NEW YORK Fall program at the New York State Fair in Syracuse, announcing the State's fall advertising campaign, the availability of the free 2004 I LOVE NEW YORK Autumn Vacation Guide and the launch of the State's popular fall foliage reports.

"New York State's rich natural wonders and spectacular foliage make it one of the best places in the nation to visit in autumn," Governor Pataki said. "From the breathtaking scenery at Letchworth to the award-winning wineries on Long Island, we welcome travelers from around the world to discover all there is to love about fall in New York.

"New Yorkers and visitors can call 1-800-ILOVENY or visit iloveny.com to order a free autumn vacation guide and experience firsthand New York's wonderful fall festivals, bountiful farm stands, cozy inns, fantastic restaurants, unique shopping and other great attractions that make an autumn vacation in New York State like no other," the Governor said.

Empire State Development Corporation Chairman Charles A. Gargano said, "Tourism continues to be New York State's second largest industry and fall's spectacular colors are more than just pretty scenery to the men and women in our travel and tourism industry. We continue to market New York as a four-season travel destination, and we're seeing a boost in autumn travel, which last year increased more than seven percent from the previous year."

To coincide with the start of the fall season, I LOVE NEW YORK is rolling out "Where It All Happens," a three-phased, nine-week, newspaper and radio fall advertising campaign in a wide range of media markets, including major metropolitan areas in New York, Ohio, Canada, New Jersey, Connecticut and Massachusetts.

The first phase of the campaign, which started running this past Monday, includes radio ads in major markets in and out of New York State. The ads focus on the wonderful shopping opportunities in New York City and tie in with the statewide tax-free shopping week taking place August 31 to September 6, 2004. During this time, no state sales tax will be charged on clothing and footwear costing less than $110 per item and many local governments are waiving their sales tax as well.

The second phase of "Where It All Happens" kicks off September 5 with print and radio ads designed to encourage fall getaways Upstate and on Long Island. The ads will highlight New York's historic inns, quaint bed & breakfasts, and the many great opportunities to visit the State's wineries and apple orchards. The ads will run for five weeks, September 6 through October 10 to coincide with the peak of the fall season.

The final phase of "Where It All Happens" commences on October 11 with another round of radio ads encouraging fall getaways to the Big Apple to take advantage of the great shopping, restaurants and theater.

Available free from Empire State Development (ESD), which administers the I LOVE NEW YORK campaign, the 32-page, full-color I LOVE NEW YORK Autumn Guide provides travelers with everything needed to enjoy a colorful autumn in New York State. It includes scenic road trips and vistas, fall events, romantic getaways, and an insert with apple recipes, post cards and games for children.

From the State's high peaks to its lush valleys, New York is made for autumn vacationers. During the fall, many seasonal festivals - for everything from apples and grapes to buckwheat and tractors - transform quaint villages into bustling street fairs. Visitors delight in world-class vineyards, glacial lakes, country inns, picturesque lighthouses and more. The guide also contains suggestions for many ways to view New York's amazing fall foliage, including by car, foot, motorcoach, rail, boat and air.

New York's weekly I LOVE NEW YORK fall foliage color reports begin Wednesday, September 8, and continue until the end of the foliage season, around the first week in November. Each Wednesday afternoon throughout the season, reports are updated to provide the latest information on foliage color conditions in each region of the State. Reports are available by dialing, toll-free, 1-800-CALL-NYS (1-800-225-5697) from anywhere in the U.S., its territories and Canada. From all other areas, the number is 518-474-4116.

Autumn, a so-called "shoulder season," is a popular time for travel, representing approximately 20 percent of New York State's yearly leisure travel. It is a favorite time for weekend getaways and week-long vacations, as well as the traditional drive to the country to view nature's colorful display.

For a free New York State 2004 I LOVE NEW YORK Autumn Guide, fall foliage reports, I LOVE NEW YORK Travel Guide or New York State attraction and events information visit the I LOVE NEW YORK Web site at iloveny.com, or call the New York State Travel Information Center at (800) CALL-NYS. Travel counselors are available during regular business hours to help plan New York State vacations.