The city’s comeback from the pandemic now has a slogan: “We Love NYC.”

The new campaign launched by Mayor Eric Adams and Gov. Kathy Hochul on Monday aims to promote the arts, culture and business of the city.

“That’s what this movement is about New York. It’s reigniting our spirit,” Adams said Monday in Times Square.

What You Need To Know

  • On Monday, Mayor Eric Adams alongside Governor Kathy Hochul launched a new campaign aimed at celebrating New York City

  • The campaign looks to get New Yorkers civically and locally engaged through volunteer work and supporting local businesses

  • The campaign comes at a time when the city continues to work on its economic growth post-pandemic

The campaign will look to get New Yorkers civically engaged through volunteer work at public parks and shelters. As well as promoting small local businesses and music through the MTA’s Music Under New York.

“The public service so that we can all be capable. The civic service, how we can take care of our parks, how we can help each other and volunteer again. Show what we’re really all about,” Hochul said, before highlighting the subway music campaign.

“We’re going to let the riders, that’s why you have to take the subway, you’ll have a chance to vote on the music you will be hearing,” she added.

The logo may seem familiar to some as it builds off the iconic “I-LOVE-NY” campaign that was launched in 1977 as a way to attract tourists from around the world to a struggling and crime-ridden city.

In a similar sense, state and local officials are hoping the new campaign will bring the city back to pre-pandemic levels of tourism and economic growth.

“COVID hit our city, devastated us. It wasn’t terrorism but it was terror. Lost jobs, the economy. Subway system was in decay and uncertainty,” Adams said.

Local officials said the campaign is costing $20 million and is an investment into the future of the city.

“This movement about of We Love New York is saying we love each other and we love our country,” Adams said.

As part of the campaign, the Empire State Building will be lit up in red on Monday and an official website will feature different New Yorkers who are making a difference in music, food and public safety.