13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

I Love NY

Gold Distinction in Travel & Weather Apps

Audience Honor in Travel & Weather Apps

About this entry

New York State is a world-class destination. From Manhattan skyscrapers to the powerful falls of Niagara, the Empire State offers something for every traveler. I Love NY, the most iconic brand in tourism, needed help developing a mobile tool for the state's tens of millions of visitors – that would allow these explorers to uncover all the very best attractions, hotels, and restaurants. The question was, how do we take the travelers who visit New York City and encourage them to spend part of their trip exploring the state's other vibrant tourism regions?

Why does this entry deserve to win?

The I Love New York app was designed to be your pocket-sized tour guide as you explore the Empire State. With a sleek tile-based layout and geofenced push notifications, the app surfaces the best content when and where you need it.

As you travel across the state's eleven tourism regions, the app automatically recalibrates to show "best of" featured attractions, ongoing events, and nearby points of interest. Across iPhone, iPad, and Android, this UI is specifically designed to help travelers discover the best of New York.

With so much to do and see in New York, it can be tough to plan the perfect day. We worked with the tourism experts at Empire State Development to design dozens of "adventures," or themed collections/itineraries across the state, from Unique Museums in New York City to #NoFilter hotspots in the Adirondacks.

Furthermore, we developed an easy-to-use concierge mode which helps travelers identify adventures tailored to their interests and schedules.

New York State is BIG. In every corner of New York you'll find something new to explore, and you'll find the best of it all in the official I Love NY app.

With data from their central tourism database, the app includes more than 12,000 attractions, food & drink, accommodations, and events. Each of these items has a dedicated listing page with photos, descriptions, address, and more – making it a never-ending resource for the on-the-go traveler.


Thousands and thousands of trips later, the I Love NY app is now the #1 destination marketing organization tourism app in the App Store. Working with dozens of regional partners, the app has become a traveler's go-to companion with an ever-growing roster of attractions, accommodations, and restaurants. User reviews for this new app far outpaced its predecessor, and engagement tallies continue to rise. The app has been the centerpiece of a dynamic television, out-of-home, and digital campaign, and helps drive interest in the Empire State each and every day.

We continue to work with the great team at Empire State Development to build new tools and improve the app for tomorrow's visitors. With major honors from the Webbys, the Hermes Awards, the Communicator Awards, and the Davey Awards, we are proud to be part of building such a wonderful tool.


Produced by

Digital Natives Group, Empire State Development Corporation


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced on Instagram this week. follow us to see who wins!