Official Home of Winter Display at Destiny USA
In Syracuse and Central New York, winter is the off-season for tourism. But instead of downplaying the snowy reality, tourism leaders embraced it in a new winter campaign. Visit Syracuse engaged Break The Ice Media (BTI) to develop and execute a PR campaign promoting Syracuse as the “Official Home of Winter.” The campaign irreverently redefines the tourism calendar as “winter” and “not winter” while humorously positioning CNY as a fun-loving destination in all seasons.
To kick off the campaign introducing Syracuse as the Official Home of Winter, a display as big as the season itself was installed at Destiny USA - the sixth largest shopping center in the United States. BTI created and installed a wall display for consumers to take and post winter-themed photos with six fun characters.
A street team and video crew spent December 10 (during the holiday season) encouraging shoppers to use the photo wall and to collect testimonials for use in future videos.
- Asking Visitors to Participate in Video
Visitors were encouraged to submit their photos for a WINter Photo Contest.
Photo Contest Rules:
- Snap a photo with your fave character(s).
- Share on Twitter, Instagram or VisitSyracuse’s Facebook page with #Syracuse #HomeOfWinter #DestinyUSA
- Win! A winner will be chosen each week of Winter (through March 19, 2017) to win fun, winter prizes
Results: The photo wall was seen by thousands of shoppers and resulted in hundreds of shared photos on social media and entries into the photo contest. 50 video testimonials were collected & used in an “I Love Winter” mashup video released on social media and at a Winter Welcome Rally press conference.