6/22/2012 3:05:00 PM

The Business Review: Jay-Z and De Niro: Hey CEOs, move to New York state

The Business Review 'Albany Insider'

FAGE Greek yogurt from Johnstown and the University at Albany’s high-tech research college star in TV ads designed to attract businesses to relocate into New York state.

Spending on the ad buy is divided evenly between in-state and national airings, for a total of $12 million. Gov. Andrew Cuomo announced the ad campaign late Thursday.

The tagline: “The new New York works for business.” The ads begin this weekend and air for eight weeks; the main spot is narrated by Robert De Niro, with hip-hop rapper Jay-Z's "Empire State of Mind" as the soundtrack.

The rebranding comes at a time when the state’s economy and development efforts are receiving some positive attention. Still, New York retains a load of taxes, regulations and energy costs each ranked as among the worst in the nation.

When asked if $12 million of advertising would matter much to smaller employers already in the state, Cuomo said the goal is to challenge all companies to rethink their perception of New York.

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