Strong Museum of Play
Challenge
Increase awareness and tourism to Rochester through the Market New York Tourism Grant Program that the Strong received funding for. This grant program is for eligible projects that will create an economic impact by increasing tourism throughout the state.
Strategy
To bring tourism to boost economic growth into Rochester, we focused on a holistic approach, partnering with other attractions throughout the area, not just The Strong. To make the most out of the trip, we focused on a “Family Weekend Away.”
Solution
We developed the “PLAY Rochester” campaign to highlight 6 cultural institutions and museums, with an emphasis on The Strong Museum to attract families and visitors to the Rochester area. We created a graphic lock-up for this initiative as well as a pitch to make the initial solicitation to area cultural institutions beyond the museum. Finally, we produced a promotional video for the PLAY Rochester promotional video, shooting at the highlighted cultural institutions including Rochester’s Museum and Science Center and The Seneca Park Zoo.
Campaign duration July 1 – Sept 30, 2021. Deployed on Facebook and Instagram through paid promotion
