“Reimagine, Rebuild, Renew”

New TV Advertisements Voiced by Globally-Recognizable New Yorkers Whoopi Goldberg, Robert DeNiro and Billy Joel to Promote and Drive State’s Rebuilding Efforts

Digital Billboards Sharing Message in Locations Throughout the State with Professional Sports Teams and Iconic New York Institutions Participating

Governor Andrew M. Cuomo today announced the launch of the new “Reimagine, Rebuild, Renew” multimedia campaign designed to support the state’s reopening and economic recovery by showing that New York is back better than before. The new campaign utilizes TV ads and billboards to coincide with the reopening of industries across the state. The goal of this collaborative effort-created and supported by and for New Yorkers-is to spur new investments while re-energizing residents, businesses and communities in the wake of COVID-19.  

“With more New Yorkers getting vaccinated every day, it’s time to turn the page, rebuild our state’s economy and look forward to a new economic future for New York,” Governor Cuomo said. “This new multimedia campaign will promote our state’s commitments to growing the economy, improving our infrastructure and helping small businesses with an assist from some of New York’s most famous residents. We’re highlighting new possibilities for the future as we reimagine a state that is stronger, fairer, greener, and more resilient than ever before.”  

Four new TV ads will begin appearing throughout New York State, each featuring a voice-over track from a globally-recognized New Yorker: Academy Award-winning actors Robert DeNiro and Whoopi Goldberg, and Grammy Award-winning musician Billy Joel. Each spot highlights the ways in which New York State is building back better, including the state’s targeted investments to support economic growth,downtown revitalization, small businesses, infrastructure and transportation. The ads are set against Bronx-native Ace Frehley’s “New York Groove” and remind viewers that New Yorkers are “New York Tough.”

Additionally, the campaign will feature animations of the “Reimagine, Rebuild, Renew” message on digital billboards statewide. These animations capture the campaign’s message of resiliency in big, bold type and bright, joyful colors to symbolize a new beginning. The words “rebuild,” “renew,” and “reimagine” are used to build back the structure of New York State itself–from the towering skyscrapers of the city to the rolling hills of the country–embracing the strength, diversity and indomitable spirit that makes New York unique.

These animations will be showcased statewide in iconic New York locations and landmarks, including the Jacob K. Javits Convention Center, Moynihan Train Hall, Times Square, One World Trade Center and the Oculus, John F. Kennedy International Airport, LaGuardia Airport, Empire State Plaza in Albany, the New York State Fair fairgrounds in Geddes, and the more than 9,000 billboards operated by the Metropolitan Transit Authority. Professional sports teams including the New York Mets, the New York Yankees and New York Islanders will display the message, along with the Barclays Center and Madison Square Garden.

Empire State Development Acting Commissioner and President and CEO-designate Eric Gertler said, “Throughout the pandemic, New Yorkers have demonstrated their determination, grit and resilience in the face of tremendous and unique challenges. This new multimedia campaign reinforces to both New Yorkers and visitors that there is no better place to live, work, and even experience than New York, and that we are committed to reimagining, rebuilding and renewing the state’s economy better and stronger than before.”

To better encourage members of the New York business community to participate in this campaign, New York State is licensing the “Reimagine, Rebuild, Renew” design at no cost. More information, including usage specifications, is available here.  

This campaign was led for New York State by Oscar- and Emmy-nominated producer Jane Rosenthal in collaboration with Pentagram Partner Emily Oberman. The television campaign was developed by Campbell Ewald. Rosenthal is the co-founder of the Tribeca Film Festival who has led the NYPopsUp art revival campaign. Pentagram is the world’s largest independently owned design studio and collaborated with New York State and Jane Rosenthal on the “Roll Up Your Sleeves” and “Citizen Public Health Leader” initiatives. 

Partnership for New York City President & CEO Kathryn Wylde said, “Now that New York is emerging from pandemic, Governor Cuomo is wisely launching a campaign to restore confidence and optimism in the future of our state. The business community looks forward to amplifying his message.” 

NYS Restaurant Association President and CEO Melissa Fleischut said, “Restaurants were among the hardest hit businesses when the pandemic wreaked havoc on the business community, and as New York recovers from COVID-19, it’s time to turn over a new leaf for the future. I am pleased to see Governor Cuomo’s new ad campaign driving optimism for New York’s reopening by highlighting the state’s targeted investments in economic development that will help working people get back on their feet and adjust to the new normal. We’re going to rebuild our economy and help small businesses thrive again, and this ad campaign will help to build confidence in the state’s ability to bounce back and maintain its place as the restaurant capital of the world.” 

New York Building Congress President & CEO Carlo A. Scissura, Esq. said, “When the pandemic first hit, the construction industry was not immune to the economic challenges created by new and novel public safety guidance. This campaign focuses on how New York is reimagining its future through green programs, and rebuilding by advancing new projects with the support of the unparalleled men and women of the state’s construction industry. Together, with Governor Cuomo, we will continue to revitalize the state’s infrastructure to support and generate new economic growth across the state.”

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