The word went out that New York is a great city to visit. Mr. Gillett, in acknowledging the tremendous success of The Big Apple campaign, explained that the Bureau never attempted to copyright the term. In fact, he said, we have made every effort to promote its use by organizations and individuals. He pointed out that the Bureau encouraged a wide range of organizations to adapt or use The Big Apple items developed by the Bureau. Symbols work when they have credibility.
Tourism is now New York City s number one growth industry.
The Bureau s straightforward Big Apple campaign to change the city s image succeeded because the symbol fits the city.