​In 2022, I served as the lead creative for the Empire State Development's (ESD) "I LOVE NEW YORK" (ILNY) Tour, a mobile initiative designed to promote tourism, generate interest, and educate the public about the diverse attractions and offerings of New York State.

This tour traversed all ten vacation regions of New York, including the Adirondacks, Capital-Saratoga, the Catskills, Chautauqua-Allegheny, Finger Lakes, Greater Niagara, Hudson Valley, Long Island, Thousand Islands-Seaway, and New York City. ​

Working closely with our team and the client, we developed unique interactive experiences that highlighted each region's distinctive features. These engagements aimed to inspire travel, foster a deeper appreciation for the state's cultural and natural assets, and support local economies by boosting tourism.​

I also led the implementation of the tour’s digital engagement roadmap, including the RFID experience and augmented reality (AR) activations. From strategy and experience design to integration, I mapped out how visitors could seamlessly engage with the tour’s digital layers—unlocking personalized content, discovering hidden gems across the regions, and extending their journey beyond the physical footprint. These technologies added measurable value to the tour while reinforcing ESD’s commitment to innovation in tourism marketing.

The ILNY Tour played a significant role in showcasing New York State's commitment to revitalizing its tourism industry post-pandemic, aligning with ESD's broader objectives to stimulate economic growth through strategic marketing and outreach efforts.