New York, NY —

Governor Spitzer has a message for New Yorkers: get out of town. That message is part of a new advertising campaign that has appropriated the famous "I Love New York" brand to promote upstate tourism.

REPORTER: Today the governor announced that campaign will partner with Jet Blue Airways, Amtrak, and Zipcar to offer discounted fares and rental rates to customers who travel within New York State this fall.

SPITZER: This is step 2 in the I love NY retooling, and what had often in the past been used more unfortunately as a political vehicle, we are now using for its best and highest purpose -- to generate dollars in tourism for the upstate markets that need it.

REPORTER: The new "I Love New York" ad campaign marks the 30th anniversary of the launch of what has since become an iconic brand.