The NY Loves Nanotech initiative created for the Center for Economic Growth focused on attracting nanotechnology industries to New York State’s Capital Region. The challenge became combining resources and partners to align with one common goal: targeting technology for growth in the Capital Region.

The consortium created by ad agency Zone 5 rallied the decision-makers to agree upon the campaign’s messaging, approach, positioning, and visual branding. As a result, the decision was made to launch the NY Loves Nanotech campaign at SEMICON Europa 2004, a worldwide trade industry event held annually in Munich, Germany. This global-level expo offered the ideal platform for the global launch of the initiative. In preparation for the launch, Paul and the team at Zone 5 created an umbrella brand, “New York Loves Nanotech,” that was designed—literally and figuratively—to demonstrate unity and collaboration between all sectors.

The result delivered worldwide interest in the Capital Region. Representatives from the New York State-based technology sector, economic development, and educational institutions attended SEMICON Europa to capitalize on the launch and deliver the key messages with a unified front. No other entity at SEMICON Europa in 2004 had the visual presence commanded by the New York Loves Nanotech brand materials strategically placed throughout the exposition.

Today, the Luther Forest Tech Campus in Malta, NY, is home to advanced manufacturing and supply chain companies that benefit from a world-class technology infrastructure, including GlobalFoundries’ Fab 8—one of the world’s most advanced semiconductor manufacturing fabs.