ABC had quite a challenge when it took on marketing responsibilities for Schoharie County, a rural area of upstate New York just outside of Albany. It lacked differentiators, but more important to marketing, was the absence of photography and small budget.
ABC dug deep for its angle: the unique and charming surprises the county had. From Native American heritage to underground caverns, there was always “Something Unexpected” in Schoharie County.
Original illustrations served as imagery just as intriguing as the attractions.