New York - The voice of a Hollywood star is helping to promote New York State
The talent of Robert De Niro is part of a new campaign by the Empire State Development Corporation.
"Once again, New York State is a place where innovation meets determination--and where businesses lead the world" the ad begins.
The ad series portrays New York State as a place with falling tax rates; a place that supports small business.
In the past, New York has not been seen as business-friendly.
Leaders say this is the new New York.