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Campaign Imminent: Visit Westchester taps creative, PR AOR amid spend increases (Score 23)

Fifteen Degrees.

The 2019 Westchester County operating budget notes VW will "enhance and refresh" the "Meet Me in Westchester County" slogan with a stronger call to action; increase social and digital engagement; create a new campaign "highlighting Westchester's growing 'Garden Tourism' properties and attractions;" create destination videos and vignettes; and "create a digital marketing campaign to reach meeting planners."

Ongoing initiatives include a multi-tiered, 250-mile radius marketing campaign; visitor publications; tradeshows; "consumer/business data acquisition for leads, newsletters and social media channels;" partnerships, like those with hotels; promotion of film and media production capabilities; and partnerships with Hudson Valley Tourism and I Love NY programs.

Mower will likely assist with these initiatives, and these initiatives should see spend continue to increase. Therefore, make sure you're reaching out for revenue. VW runs events throughout the year, for all seasons, so it does not have a top spending period. It targets business and leisure travelers, especially millennials and Gen-Z. 

Adbeat reports Visit Westchester began using digital display for the first time last year with a flight of ads that ran from March to June. They totaled $4.6k and were placed primarily via Nativo (76%) onto sites like nj.com, meetings-conventions.com, courant.com, jobdiagnosis.com and successfulmeetings.com.

Please click here to view upcoming events. 

Agency & martech readers -- it looks like there's still media work to secure along this account, so media agencies with travel experience should reach out. Focus pitches on helping VW with the aforementioned initiatives. We don't know who currently handles media.