After a year of lockdown, we knew people were itching to travel. But we also know that not all travel is created equal. At the time, consumers saw road trips as less risky than air travel. We saw this as an opportunity. After all, our vast state is filled with things to do and places to explore without ever leaving its borders. From there, our rallying cry was born.

We got New Yorkers to Roam the Empire. We created a campaign celebrating everything that’s waiting to be explored right here in New York, the Empire State. We started by developing a toolkit containing everything the state’s tourism industry partners needed to start getting the word out: key messages, logos, branded digital and print assets in varying sizes, a templated news release, and social guidelines. Then, we got to work getting the word out to the people of New York. We developed a series of animated videos to bring random New York State adventures to life. They were posted to our Roam the Empire Instagram page along with other engaging content to support the initiative.

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