Gov. Andrew Cuomo unveiled a new TV ad aimed at luring people to the Adirondacks as he opened the annual Adirondack Summer Challenge on Sunday in North Creek.

“The Adirondacks are one of New York’s most treasured resources, with exquisite natural beauty, thrilling recreational activities, and our investments to promote and enhance these assets to attract even more visitors and revenue to the region,” Cuomo said.

“To know the North Country is to love the North County and the Adirondack Challenge is a premiere showcase for all that this great region has to offer.”

Cuomo also unveiled a 30-second I Love NY ad showcasing tourism in the Adirondack Park, including the Olympic Sports Complex in Lake Placid, Whiteface Mountain and the Great Camp Sagamore.

Cuomo started the Adirondack Challenge the first year he took office to promote summer recreation in the area; a winter version of the event was added later.