Qualifications: Examples

Welcome, Erie Canalway Heritage Fund and Erie Canalway National Heritage Corridor! We're excited to show you some of the work we have done in video, and we also added a few links at the bottom of the page that may be of interest to you.

Syracuse “Official Home of Winter” Campaign

Visit Syracuse threw out common practice when it embraced its most notorious seasonal attribute and made it the focus of tourism promotions. In Syracuse and Central New York, winter is considered off-season for tourism. With the region’s snowy reputation, hotel occupancies fall to their lowest levels in January from near sell-outs in peak-season. But despite the snow, Syracuse’s top attractions operate all year. After a 2015 Visitor Profile study conducted by Young Strategies, it was determined that for growth to occur, it must be in winter. To succeed, Visit Syracuse needed to overcome negative perceptions about winter—both internal & external.

A large part of the campaign hinged on the introduction of “Winter” through a video series, showing the season looking for a place to call home. An actor in seasonal makeup, “Winter” became the spokesperson for the overall campaign, showing the season as fun-loving, irreverent and always interesting. Meet Winter videos launched twice weekly on social media over the course of five weeks. Nine videos featuring Winter were released, each 1-2 minutes long, and posted on Visit Syracuse’s YouTube, Facebook & Twitter channels, with ads run on YouTube & Facebook. The videos received 18,038 total views on YouTube (7,652 from ads) & 52,036 total views on Facebook (39,796 from ads).

Winter Video Series Playlist (click icon in top left corner to switch videos)

Wayne County Apple Tasting Tour Videos

Wayne County is the largest apple-producing county in New York State, making agritourism is a large part of attracting visitors. Each year around harvest season, the annual Apple Tasting Tour drives visitation into the county and the participating businesses. The Tour itself takes place throughout October, with a special Tasting Weekend over Columbus Day Weekend. In its 20th year in 2017, the Tour aimed to increase awareness of and participation in the Apple Tasting Tour, strengthen community relations in Wayne County, increase traffic at participating community businesses, increase social media presence and educate consumers about apples and Wayne County’s agritourism.

In 2017, working with a tight budget and timeline, Break the Ice Media coordinated the production of four themed videos using existing b-roll and one day of shooting. These fun, lighthearted videos highlight the most important aspects of the tour for the top target audiences, compelling people to visit by bringing the variety of the trail’s activities to life.

Apple Tasting Tour Video playlist (click dropdown in top left or arrow in top right to switch videos)

Selections from Matthew White

These videos show the level of quality and skills that Matthew White will bring to this project. From left to right: a creative testimonial video for the Susan B. Anthony House, action shots over a testimonial for SUNY Jefferson, and aerial drone footage for Corning and Watkins Glen.

More from Break the Ice: Blogs on Collaboration, Marketing and Tourism

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