Nestled between the Hudson River and Long Island Sound, Westchester County covers 500 square miles of downstate New York, with big cities, small towns, villages, farms—and a thriving craft beverage scene.
Westchester County Tourism & Film launched the region’s first-ever Craft Beverage Trail to show craft beverage enthusiasts that Westchester is the perfect place to enjoy local beer, cider and spirits.
To ensure the newly launched program received the attention and participation it deserved, they turned to Mower for support. We created a dedicated landing page that served as the digital gateway to the Craft Beverage Trail, giving visitors seamless access to an easy-to-use online passport where they could track their stops and earn rewards. To unify the experience, we developed a distinctive logo that anchored the program’s visual identity and extended across digital channels as well as promotional merchandise—including hats, coasters, and apparel—offered as incentives along the trail. With a strong visual identity and online presence established, our PR team set off to drive visibility and deepen Westchester County’s brand equity in the food and beverage space.
To tout Westchester’s craft beverage excellence, we hosted journalists and influencers for a firsthand look at—and taste of—what the Craft Beverage Trail is all about. We engaged food, travel and lifestyle influencers to share their personal trail journeys across Instagram, TikTok and blogs, particularly leaning into the influence of smaller creators who could create outsized impact. Additionally, we nurtured media relationships to spread the news with earned media.
Our campaign secured 135 earned media placements in national and regional outlets, including Paste Magazine, Alcohol Professor and CIDERCRAFT, significantly boosting visibility for Westchester’s emerging craft scene and elevating the region’s identity within the space. Through curated trail experiences, hosted influencers and writers produced 44 original content pieces, including reels, blogs and stories across platforms like Instagram and TikTok. The campaign generated 1.9M social impressions and almost 10K engagements, sparking as many new followers for Westchester’s own Instagram channel.
This successful campaign laid the groundwork for future seasonal trail promotions and cross-industry partnerships with hotels, restaurants and cultural institutions. It reinforced Westchester County’s standing as a compelling destination for niche, experience-driven travel and was recognized with an Award for Excellence in Tourism Marketing by the New York State Tourism Industry Authority.
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