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Westchester County: Branding

Beyond the Everyday, Beyond Expectations

Situation

Westchester County, well known as an upscale bedroom community for neighboring New York City, is rich in natural beauty, history, culture, outdoor activities and fun—offering 40 hotels for overnight stays. Easily accessible for day-trippers and those seeking a quick getaway, Westchester needed to get the attention of people living in a 150-mile radius.

Insight

Mower-conducted focus groups and quantitative research surfaced key insights about Westchester’s many appeals, as well as potential barriers to understanding.

Solution

Position Westchester County as a beautiful, easy-to-get-to getaway for relaxation and memory making. Evolve tourism branding to the concept of Beyond Expectations, an umbrella theme that can accommodate a wide range of executions. Direct a Westchester-based photographer to shoot iconic images within the county for use in an integrated marketing campaign.

Results

A fresh, new, targeted image for Westchester tourism. With web visits already up more than 50%, the campaign is off to a strong start.

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