Overview
In March 2018, BBG&G began working with the Destination Marketing Corporation of Otsego County (DMCOC) as its agency of record. The overriding goal was to revitalize a brand that had not taken full advantage of current destination marketing methods. BBG&G was tasked to promote Cooperstown/Otsego County as an authentic destination that connects archetypal American culture and experiences in a pristine, rural setting in order to: maintain leisure volume in primary markets, reach new prospects in expanded markets, build bed tax revenue by increasing overnight stays, and increase participation in the Partner Program.
Services Provided
• Advertising
• Branding & Marketing Strategy
• Collateral / Print
• Emarketing & Marketing Automation
• Lead Generation
• Public Relations
• Web / Digital
Challenge
Otsego County is best known for being the home of the National Baseball Hall of Fame. However, the DMCOC wanted to showcase all that the county has to offer. It also faced the challenge of managing its multi-layered Partner Program, and the inherent coordination required among several partners with different wants and needs.
Solution
To showcase the different experiences that people can have in Otsego County, BBG&G created a multi-media campaign and web landing pages with attractions that best fit each. These included: Family Fun, Craft Beverage, Baseball, and Arts & Culture. To further showcase these experiences, we used the tagline “Catch Me in Cooperstown and Otsego County” with variations like “Catch Me at a Concert” and “Catch Me on the Lake” to customize each ad to show that the destination begins with baseball, but includes so much more.
We worked with the county to build a partner program that offered marketing services with varied buy-in levels. Based on their level, partners were regularly included in social media posts, video, and monthly newsletters; featured on the website and dedicated landing pages; provided new and 360 photography; and promoted via a robust digital advertising program.
Catch me in... Cooperstown & Otsego County
Cooperstown & Otsego County is an authentic destination that connects archetypal American culture and experiences in a pristine, rural setting. In addition to baseball, they have a huge history in the craft beverage industry; farming & agriculture; outdoor recreation and back road drives; unique cultural and historic sites; and exceptional culinary experiences.
