Strong Museum of Play

PLAY Rochester Campaign

Design • Ad Campaign • Video

Challenge

Increase awareness and drive tourism to Rochester through the Market New York Tourism Grant Program, for which The Strong Museum received funding. The goal was to create a measurable economic impact by attracting visitors to the region, enhancing tourism across the state through strategically targeted initiatives.

Strategy

To stimulate tourism and fuel economic growth in Rochester, we adopted a comprehensive strategy that involved collaboration with multiple regional attractions, not solely The Strong Museum. Our approach centered around promoting a “Family Weekend Away” experience, encouraging visitors to explore the area’s diverse cultural offerings and maximizing the value of their stay.

Solution

We launched the “PLAY Rochester” campaign, designed to spotlight six key cultural institutions and museums, with a primary focus on The Strong Museum. The campaign included a visually compelling graphic lock-up, setting the tone for a cohesive message. Additionally, we led the charge in initiating partnerships with other local attractions, ensuring broad participation across Rochester’s cultural landscape. To cap off the campaign, we produced a high-quality promotional video, capturing dynamic footage at featured locations, such as Rochester’s Museum and Science Center and The Seneca Park Zoo, to inspire families to explore all that the city has to offer.