(6/1/11 – Syracuse, NY) ABC Creative Group of Syracuse, NY has been assigned to the rebranding of the area formerly known as the Central Leatherstocking Region. In 2010, the New York State Department of Economic Development renamed this eight county area located just south of the Adirondacks, in the central section of the state and anchored by the Erie Canal, the Central New York Region.
ABC will be working closely with representatives from around the eight county region to establish a new brand identity focusing on the positioning that the Central New York Region has it all – everything is here, from live theatre, fascinating museums, halls of fame and historical landmarks, to country style B&Bs, farm stands and festivals, to PGA Tour Courses, the best antiquing in the northeast and limitless trails to wander in the great outdoors.
So just what does ABC’s rebranding of the Central New York Region entail? The first items involve creating a refreshed logo to represent the area as a whole along with the development of a new tagline, “Just Go.” As for the website overhaul, ABC is working on incorporating a dynamic map of the region with specific details about each area, plus a feature to highlight various upcoming events locally. Another crucial step in the rebranding process is developing unique social media rich press releases to promote the region and be submitted through traditional and online press outlets. The content in these press releases will focus on unique attributes and attractions within the region, drawing people into the area. Utilizing traveler and mommy bloggers, as well as other media outlets throughout various feeder markets, ABC aims to boost distribution of the press releases for maximum exposure.
Next up is revamping Central New York’s social media efforts. This includes creating advertisements on Facebook and working with each county to build upon special promotions to increase their current fan base on the site. Another piece in the rebranding puzzle is the establishment of monthly e-communications. These e-blasts will feature links to various destinations throughout the region, focus on a featured town or area, as well as point to must-attend monthly events. At the heart of the e-blast – as well as all communications for the area – is the messaging that the Central New York Region has it all, a bit of everything New York State-esque. Regarding traditional media, ABC will be developing Central New York’s official travel publication for 2012, the Simply Getaway Magazine. This travel guide in disguise focuses on the region as a whole and provides readers with relevant information about all the area has to offer through entertaining, narrative-style articles accompanied by stunning area photography.
All of the press and communications – and basically the entire rebranding campaign – are scheduled to launch later this month, in June 2011.
About the Central New York Region
The Central New York Region, formerly known as the Central Leatherstocking Region, has long represented a sort of microcosm of New York State as a whole with its wide mix of experiences and attractions offered, from family-owned farmers markets and country style bed and breakfasts, to live musical shows and theatrical performances at upscale venues and high-end shopping at one-of-a-kind boutiques. The rebranding is hoped to further promote tourism in the area and awareness of all the area has to offer.