A Challenge for Tourism Officials

How do you create a TV commercial promoting New York tourism when the city’s mood has been devastated by the Sept. 11 terrorist attacks?

That is the challenge handed to the Wolf Group, the ad agency that state tourism officials have asked to develop a 60-second spot that will begin running Oct. 8. Filming began Wednesday.

“It’s a very tough thing we’re trying to do--trying to get people to have fun--which is extraordinarily difficult now,” said Mike Rogers, president and executive creative director of the Wolf Group. “In a sense it’s a much tougher sell than getting people to help in other ways, such as giving blood or donating money.”

Rather than focusing on Broadway stars singing and dancing, as the original “I Love New York” campaign did 24 years ago, the commercial features New Yorkers and tourists going about their daily activities. The “I Love New York” theme song will be used in an “anthem-like” instrumental rather than as a “song-and-dance toe-tapper,” Rogers said.