DUTCHESS TOURISM: Distinctly Dutchess

Branding

Dutchess County’s diverse array of historic, cultural, recreational and dining experiences, set amidst gorgeous Hudson River scenery, appeared to make branding difficult.

Chosen as Dutchess Tourism’s new marketing communications agency in 2010, BBG&G rebranded the county as a vital and vibrant destination, repositioning Dutchess as a place that offers the top reasons for visitation – scenic beauty, relaxation, dining and culture – with unique flair and flavor.

The Dutchess logo needed to express their brand and convey an air of simplicity and sophistication. Icons were developed to visually showcase the breadth of experiences available – recreation, history, outdoor beauty, art, and culinary pursuits.

Advertising

Integrated Advertising

Revolving on the positioning theme “Simple & Sophisticated,” we developed a multi-media campaign describing types of escape that would be of interest to audience segments, and the ease with which visitors can depart to another world. The marketing program has been deployed through online, print and TV advertising, e-marketing, Facebook ad campaigns, and social media.

Long-form videos have been created for Dutchess Tourism’s website and YouTube channel, and the 2014 campaign theme of “Distinctly Dutchess” is used to promote Dutchess as a tourist destination regionally and abroad.


Web/Digital

Building a new web site for Dutchess meant merging our creative vision and technical abilities to create an easy-to-use, evocative, and flexible web site. We transferred thousands of site listings to our CMS platform, added Trip Planning and Mapping features, drove organic SEO, and created dedicated mobile and tablet sites, building sites that were Simple & Sophisticated – and Distinctly Dutchess!

TV & Video

Dutchess Craft Beverage is the award winning long-form video, which highlights different locations where metro NY and local audiences experience the "Distinctly Dutchess" craft beverages.

Case Study

The Context:

Chosen as Dutchess Tourism’s new marketing communications agency in 2010, BBG&G launched a multimedia campaign to rebrand the county as a vital and vibrant destination. The fully integrated campaign repositioned Dutchess as a place that offers the top reasons for visitation – scenic beauty, relaxation, dining and culture – with unique flair and flavor.


The Solution:

Revolving on the positioning theme “Simple & Sophisticated. You Deserve Dutchess,” BBG&G distilled Dutchess’ wonderful variety into unique attributes that we know drive visitation. Campaign content described the type of escape relating directly to audience segments, and the ease with which visitors can depart to another world of art, beauty, history, and relaxation. We redesigned the logo to express the Dutchess brand – visually conveying an air of simplicity and sophistication, and capturing the variety of experiences available. The campaign has been deployed through online, print and TV advertising, e-marketing, Facebook ad campaigns, and social media. Long-form videos have been created for Dutchess Tourism’s website and YouTube channel, and the 2014 campaign theme of “Distinctly Dutchess” is being used to promote Dutchess as a tourist destination abroad.

The Results:

  • Digital ads delivered over 25,000 clickthroughs in 2014
  • 36% increase in advertising lead generation compared to 2013
  • Web traffic surpassed 2013 by 30%
  • Travel Guide PDF downloads surpassed 2013 by 355%
  • Farm Fresh page visits surpassed 2013 by 208%
  • Traffic from Social went up 477%
  • Engagement is up 69% for people viewing the site for more than 30 minutes

Awards:

  • 2012 NYSTVA Tourism Excellence Award for Tourism Marketing
  • 2013 International Creative Award for Tourism Website
  • 2014 Gold Service Industry Advertising Award for Television Advertising Series
  • 2014 Gold Service Industry Advertising Award for Integrated Campaign
  • 2015 Silver Service Industry Advertising Award for Integrated Campaign
  • 2015 NYSTIA Tourism Excellence Award for Excellence in Marketing
  • 2016 Gold Service Industry Advertising Award for Integrated Marketing
  • 2017 Gold Service Industry Advertising Award for Dutchess Craft Beverage Video

See All Awards >