The objective is simple.

“Look north, go north. You’re looking for a fantastic vacation that is affordable, family friendly, go north. Look at upstate New York, look at Lake Ontario,” said Governor Andrew Cuomo.

Coming out of a rough season slammed with flooding, Cuomo and N.Y. Attorney General Letitia James set out to remind folks why Lake Ontario, St. Lawrence River, and Lower Niagara River are so important.

“Assets in upstate N.Y. in this region are second to none. Second to none, 50 million people come to New York City every year to see New York. You can come see New York City, but that’s only have the story,” Cuomo said.

To get that other half, Cuomo announced some changes to help boost tourism along the lakes and rivers upstate.

“We’re going to waive the fishing license fee on Lake Ontario from now until Labor Day ... The admission price to the state parks will be cut by 50 percent and the camping fees will also be cut by 50 percent," Cuomo said.

The state is investing $5 million in salmon river fish hatchery and giving a $75,000 grant to areas such as Sodus Point and Sandy Pond for eco tourism.

There's also a new I Love NY commercial solely on Lake Ontario.

"Lake Ontario is a beautiful natural winder that enriches the landscape and the lives of all who come here. I urge all to come north and to visit Lake Ontario," James said.

As for flooding issues, James said she is exploring all options.