New York State has build an online virtual library, which I bet most New Yorkers still don't know about. (As far as I can tell, there hasn't been any mass promotion of NOVEL. No radio, newspaper, or TV ads, for example.) The Rochester Regional Library Council has created materials that others can use to promote NOVEL as well as help people understand what NOVEL is.
By the way, one of the things that NYS has not done is to create a really good front end to NOVEL (which is why the materials created by RRLC are helpful). The existing front ends assume that you know why you're at that page and what is available to you, yet that "what" is not going to be intuitively obvious for most people. Hopefully the State Library will spend some of its money improving the front end and making NOVEL known by every New Yorker.