If anyone at the Coast Guard is wondering if New London residents really want the military academy in its midst, on Valentine's Day there should be no doubt.

New London City Center District is launching a "New London Loves USCG" mission to send "heart-felt sentiments of appreciation and affection to the U.S. Coast Guard."

The three-week campaign will begin Tuesday and culminate in a citywide USCG Appreciation Day on Valentine's Day at Union Station.

"We want the Coast Guard - and everyone who's witnessed the longevity and strength of New London's relationship with the Coast Guard - to know that the deeply held positive feelings that have endured for over 100 years are still here, still strong, and will remain strong for years to come,'' said Charlotte Hennegan, vice president of City Center District.

In November, city residents narrowly defeated a proposal to sell a portion of the adjacent Riverside Park to the academy for expansion. This week, Mayor Daryl Justin Finizio and Academy Superintendent Rear Adm. Sandra L. Stosz met for the first time to talk about how they might work together.

Special "I Love USCG" decals, arm bands and posters will be will be available and downtown businesses will have Valentine's Day card boxes so locals can write messages to Coast Guard Academy cadets, those on active duty and alumni.

A Facebook page has also been created and will offer Coast Guard trivia and daily updates on events.

City school students also will participate in a Valentine's Day card writing project, which will be delivered to the Coast Guard Foundation.

The New London Loves USCG campaign is sponsored by New London Main Street, the New London Division of the Chamber of Commerce of Eastern Connecticut and New London Landmarks.