The US state of New York on Monday launched its annual \"I Love New York\" campaign, with a series of innovative and high-impact advertising strategies to promote autumn and winter tourism throughout the state. In partnership with the Metropolitan Transportation Authority ( MTA), the campaign features the launch of the first ever \"I Love NY\" trains on the Grand Central-Times Square shuttle, and the deployment of other promotional materials throughout the MTA network. \"More than eight million people ride our state transportation system every day, which makes it the perfect vehicle to promote everything New York State has to offer tourists and residents,\" said New York State Governor Andrew Cuomo. The promotional strategy is part of the governor\'s 60-million-U. S.dollar commitment, announced at the Tourism Summit earlier this year, to encourage travelers to explore the Empire State. \"By partnering with the MTA we are going one step further to get the message out: New York\'s tourist destinations are calling, and the MTA can help take you there,\" he said. The iconic \"I Love New York\" campaign aims to reach millions of commuters in New York, encouraging them to visit wineries, museums, historical sites and other attractions located throughout the service areas of the Metro-North Railroad and Long Island Rail Road, and beyond. It also involves efforts to get non-New Yorkers and upstate residents to visit the five boroughs as well as seasonal efforts to promote the varied attractions of the rest of the state. \"Tourism is the fifth largest employer in the state of New York. It supports more than 700,000 jobs and generates tens of billions of dollars in revenues for the state and businesses,\" said Kenneth Ada, president of Empire State Development, the state\'s authority that oversees the campaign.