Gaining 50% more clicks by reimagining a destination

Located just north of New York City, Westchester County needed a bold approach to redefine its tourism identity. Faced with the dual challenges of pandemic recovery and shifting traveler priorities, we crafted a campaign to rebuild confidence, highlight the county’s hidden gems and attract leisure and business travelers alike.

Taking the Westchester brand beyond.

Research revealed a gap in how travelers and meeting planners perceived Westchester County. While known as an affluent NYC suburb, its 24,000 acres of parkland, world-class dining, and rich history were often overlooked. With these insights, we repositioned Westchester as a destination that inspires exploration and delivers experiences that go beyond the everyday.

Ideas that inspire wanderlust.

Using our “beyond expectations” theme, we took our work beyond traditional tactics, too. Immersive itineraries showcased unique experiences, from Historic Homes & Gardens to Tail-Wagging Getaways. Influencer-hosted trips highlighted diverse voices and authentic local stories, while Instagram takeovers by artisans and thought leaders brought a fresh perspective to the county’s vibrant communities.

Campaigns tied to cultural touchpoints like The Gilded Age and Harry Potter merged creativity with PR opportunities, amplifying Westchester’s appeal. On LinkedIn, targeted campaigns reached meeting planners, pairing stunning visuals with lead-generation efforts to attract events and conferences.

Across print and digital tactics, we leveraged photography from new photoshoots featuring stunning destinations across the county and local talent that more inclusively represented Westchester.

Elevated work. Elevated results.

Within the first six weeks of our campaign launch, our work drove a 50% increase in website visits and 400+ news features. Organic social media growth soared, with thousands of new followers and unprecedented engagement rates. Paid campaigns for leisure travel performed as high as 10x industry benchmarks. On the meeting and events side, a targeted LinkedIn campaign generated 45 warm leads for county properties.

Beyond the numbers, our creative approach has won more than a half-dozen industry awards, solidifying Westchester’s position as a destination that truly goes beyond expectations.