What makes Central New York a destination? The Erie Canal, a couple of halls of fame and the Turning Stone Resort and Casino might come to mind. Sure, these are great attractions that put Central New York on the map. But, location is not enough to put heads in beds. Today’s traveler demands an experience.
ABC set out to establish and share a fresh perspective of Central New York, one that would integrate this essential consideration. As longtime agency of record, ABC recognized Central New York’s agricultural assets as grounds for staking a claim in one of the travel industry’s fastest growing sectors. Food and agritourism have enjoyed more than a decade of increasing interest worldwide.
The CNYFresh concept rooted itself in the agricultural history of Central New York and the current crop of producers carrying on the tradition. ABC created CNYFresh to introduce the many “Flavors of Central New York” to all of its visitors, regardless of their destination. A trip to the canal, hall or resort should come with a side of New York state’s bounty.
ABC complemented the extensive ad campaign with content that illustrated the CNYFresh experience. Video and photography from locations across the region populated the social media channels launched and maintained by ABC as well as the website.
The shoots produced assets used to build a variety of collateral, including a colorful travel guide. Video and photography also fueled media outreach, which included a creatively packaged flash drive loaded with content and infographic-style pitch sheets for travel journalists, bloggers and others across the country.