I say that from a position of ignorance, because I've never bothered to explore upstate NY much. Primarily because I'm convinced that it sucks. That makes me the target audience for this campaign! So how are they pulling skeptical people away from the confines of the city?
The twist comes in using the powerful appeal of the city to woo visitors to other locales, which is encapsulated in the phrase "The state with the heart of the city."
For instance, an ad for New York vineyards asserts that the wine "has to be just as good as what the city offers."
In other words: Why not drive way the hell upstate so you can have some wine that you could've gotten anywhere in your own neighborhood? We promise that we're trying to make it just as good as what you have at home.
Why not just stay in Brooklyn? It's the place you can do everything, "from taking a rollercoaster ride, sunning on the beach, and seeing a dolphin show in Coney Island to exploring one of the world's best Egyptian collections at the Brooklyn Museum of Art." Hey, I love New York!