ABC takes a big-picture approach to niche marketing. After several successful campaigns, the agency understands the importance of finding that unique selling point that makes a place – any place – unique.
Any location, regardless of size, can take on a niche campaign that gives a destination an experience capable of drawing from well beyond the borders of New York state or even the country.
Central New York includes many great attractions with national and even international appeal, but the key draws share nothing or little in common. ABC’s observations and research for longtime client the Central New York Travel Region (part of state-level I Love New York) led ABC to notice a couple of things.
First, traditional tourism marketing suggests capitalizing on the big draws, a broadcasting of the assortment of attractions that put it on the map. The collateral, advertising and digital assets all focus on location. But, location on its own is not a brand.
Successful campaigns carve a niche, focusing on an area’s strongest assets to craft the experience modern travelers crave. While sights still make up a key travel component and fuel the economic viability of the tourism industry, trends suggest that tourists seek itineraries that speak more directly to their interests.
ABC set out to carve the niche that would give Central New York a strong identity as a New York state destination for travelers in Canada, the Northeast and Europe, where I Love New York markets heavily.
ABC considered all the trends and evidence to begin brewing up a campaign. It just so happens Central New York not only hosts well-known and exceptional upstart breweries, it also has a rich history and emerging flavors like hard cider sure to attract connoisseurs from across the nation and beyond.
This webseries helps brand Central New York as “America’s Craft Brew Destination” by telling the stories of those producers in a very engaging, social share friendly way.
From scheduling marathon shoots to traveling throughout Central New York, ABC handled the entire process.
The on-site interviews with featured brewers and content development that grew from them were critical to the project’s success.