Maas was best known as the driving force of the “I Love New York” campaign, the iconic advertising effort to revive the city and state’s flagging tourism industry that Maas, then a senior vice president at Wells Rich Greene, helped to develop in the late 1970s. Her work led to one of the most successful tourism-advertising campaigns in history and a slogan that’s widely recognized nearly a half-century later.

At Bucknell, Maas excelled as an English major and was devoted to Cap and Dagger and the theatre program. She was also the editor of L’Agenda, elected to Phi Beta Kappa in her junior year and graduated summa cum laude. At Commencement, she was awarded the William Bucknell Prize for Women in English Literature and shared the Oliver J. Decker Prize for having the highest academic average in her class. She maintained a close lifelong friendship with Professor Emeritus of English Jack Wheatcroft ’49 and author Philip Roth ’54,, both of whom died in recent years. Her tribute to Wheatcroft is included in the recently published A Slant of Light: Reflections on Jack Wheatcroft.

She served on Bucknell’s Board of Trustees, the Steering Committee for the Association for the Arts and the ’80s Planning Committee. In 1982, she was honored with the Alumni Association Award for Achievement in a Chosen Profession.

Guided by her interest in performance nurtured at Bucknell, early in her career Maas was hired as an assistant on the TV show Name That Tune. She joined influential New York advertising firm Ogilvy & Mather as a junior copywriter in 1964, promoting products deemed “appropriate” for women, such as soap, food and floor cleaner. Despite being, as she wrote, “kept in a product ghetto,” Maas would rise to the title of creative director and become the second female officer at the agency.

She took on her most successful campaign when Wells Rich Greene tapped her as the agency’s liaison with the state of New York, then a modest account mostly concerned with promoting upstate ski resorts. But with New York City facing near-bankruptcy and crime reaching all-time highs, the New York Department of Commerce needed a larger effort to lure back tourists and counter bad publicity. Centered on the iconic campaign logo created by Milton Glaser, the effort Maas shepherded also featured an original song and a flood of merchandise and television commercials touting the state’s recreational, natural and cultural resources.

In 1981, following a stint as the personal advertising representative for hotel magnate Leona Helmsley, Maas became the first woman to lead a major New York agency that she didn’t found when she helmed Muller Jordan Weiss. In 1987, she became president and chair of Earle Palmer Brown Advertising and Public Relations, from which she retired. She continued to do consulting into her 80s.

Maas also penned the influential guidebook How to Advertise with her colleague Kenneth Roman, first published in 1976 and updated in 1992 and 2005. She twice recounted her career in memoirs, in 1986’s Adventures of an Advertising Woman and in 2012’s Mad Women: The Other Side of Life on Madison Avenue in the ’60s and Beyond.

She also authored a novel, The Christmas Angel, which was adapted as a TV movie for The Hallmark Channel, and the book Christmas in Wales: A Homecoming, about her efforts to trace her family history, which she co-authored with husband Michael Maas.

She was predeceased by her husband. Survivors include two children, a sister and a granddaughter. — Matt Hughes

Charitable contributions to the Jane Brown Maas Scholarship at Bucknell University may be sent in Jane’s memory at give.bucknell.edu or by check to Bucknell University 301 Market Street, Suite 2 Lewisburg, PA 17837: attention Gift Processing.