Overview
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.
Services Provided
• Advertising
• Collateral
• Emarketing
• Public Relations
• Social Media
• TV & Video / 360 & VR
• Website / Digital
Challenge
At the time, Dutchess County was facing a popular problem among destinations today. Potential visitors did not know what the county had to offer and they didn’t resonate with the Dutchess County brand.
Solution
Our main objective was to establish a cohesive brand, which we did with a new logo visually conveying an air of simplicity and sophistication, and capturing the variety of experiences available. The logo complements the marketing campaigns that have followed in the years since, with taglines such as “Simple & Sophisticated. You Deserve Dutchess.”, and “Distinctly Dutchess.”
The campaigns distill Dutchess’ varied and unique attributes that we know drive visitation. Campaign content describe 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. The campaign has been deployed through online, print, radio, and TV advertising, e-marketing, Facebook ad campaigns, content marketing, collateral, and social media. In addition, long-form videos have been created for Dutchess Tourism’s website and YouTube channel, including an award-winning VR video that truly highlights the county.
Distinctly Dutchess
This TV Spot / Video campaign highlights Dutchess County's craft beverage scene, outdoor activities, and unique cultural and historic sites.
It's Unexpected...But It's Distinctly Dutchess
This campaign highlights the unexpected places of Dutchess County.
