1. The Amazing New York Getaway
Taryn Burks, Lilin Cai, Han Chiu, Jiaying Li, Qiqi Tan, Chenyu Wu
Closer. Quicker. Richer. A New York Weekend Getaway is right away.

2. Agenda
❏ Situation Analysis
❏ Audience Insights
❏ Communication Goal
❏ Campaign Overview
❏ Timeline
❏ Objectives
❏ Strategies
❏ Key Messages
❏ Tactics
❏ Media Outreach
❏ Broadcast
❏ Print Media
❏ Digital Media
❏ Budget
❏ Measurement

3. Communication Goal
Educate potential travelers from
neighboring regions about the
different destinations in New York
State and the ease of access for
short weekend trips.Strengths
1. Diverse cultural,
historical and
outdoor attractions.
2. Well-developed
transportation
system.
Challenge
Insufficient awareness of
available destinations
and transportations
options.
Opportunity
Travelers from
neighbor regions can
easily access New
York by car or train
within a day, making
the state an ideal
weekend getaway.
Situation Analysis

4. 4.3M
trips to USA in
December 2014
2.4M
same-day car
travel trips
Ontario and Quebec
travelers seek culture and
entertainment
Audience Insights
American Travelers
Canadian Travelers
72%
of leisure trips
were by car in 2014
85%
take at least one
road trip annually
56%
take occasional
weekend trips
32%
plan to increase
travel spend in 2015

5. Communication Goal
Educate potential travelers from
neighbor regions about the different
destinations in New York State and
the ease of access for short
weekend trips.

6. Key campaign components:
Campaign Overview
❏ A statewide relay event, inspired by the Olympic
torch relay, to highlight New York’s different
regions. The race culminates in a festival that
showcases the state’s attractions and tourism
services.
❏ Initiatives to promote the convenience of
transportation and appeal of road travel.
❏ Online content that showcases the state through
the eyes of locals and visitors.
The Amazing New York
Getaway

7. TimelineTimeline

8. Objective No. 1
Increase awareness among travelers from neighbor regions and
within New York State about New York’s culinary, cultural, historical,
outdoor and sports attractions.
❏ Strategy: Enlist local residents and business owners to serve as New
York State ambassadors.
❏ Key Message: New York is more than the Statue of Liberty, Times
Square and Central Park. Let the locals show you what New York has
to offer.

9. Amazing Relay Race
❏ Cross-state relay race will showcase New York’s cultural, historical and outdoor
attractions. The race will start at Niagara Falls and end in NYC.
❏ The race will be pitched to national morning news shows for coverage. Hosts will
interact with the runners and discuss what makes New York attractive.
Tactic 1-1
❏ Residents from the 11 regions will be invited to participate in the weeklong
race. The I Love NY bus will follow the runners along the route.

10. ❏ Business owners from across the state will host booths to showcase the state’s
regional attractions.
I Love New York Festival
Tactic 1-2
❏ The final runner from the Amazing Race will kick off the two-day I Love New York
Festival.
❏ Thirty booths will feature arts and culture institutions; outdoor activities, such as
fishing and hiking; restaurants, specialty food shops and wineries.
❏ I Love NY bus - travellers can preview what they’ll experience on an I Love NY
custom upstate tour.

11. Objective No. 2
Increase awareness among New York State travelers about available
transportation options.
❏ Strategy: Show travelers how simple it is to access New York State by car
or public transportation with comprehensive travel planning resources.
❏ Key Message 1: Escape the city for an afternoon or weekend; no car is
necessary – simply go online to book your tickets.
❏ Key Message 2: Your next weekend adventure is just a short drive away.
Let us guide you, or you may steer your own trip.

12. Tactic 2-1
Celebrity Seasonal Road Trip Guides
❏ Signature itineraries from four New York State celebrities.
❏ Seasonal two-day or three-day trips highlighting different travel themes.
❏ The guides will be available on the I Love NY website and app, while the
celebrities will share their signature itineraries on their social media accounts.

13. Sample Itinerary
Day 1 1st Stop Glenora Wine
Activity Lunch and wine tour
Day 2 2nd Stop Watkins Glen State Park
Activity Explore the amazing
and infinite variety of
the park’s waterfalls.
Season: Summer
Theme: Wine Tasting & Relaxation
Destination: Finger Lakes Wine Country
Celebrity: Olivia Palermo

14. Tactic 2-2
Discounted Car Rental Service
❏ Partnership with Zipcar and
Enterprise.
❏ Travelers who make a
reservation via the I Love NY
website or app will receive
discounts on their car rental fee.
❏ A celebrity road trip video
sponsored by partners.

15. Tactic 2-3
Trip Planning Videos
Animated short videos that
show travelers how simple it
is to plan a weekend road
trip in New York. ❏ Car rental
partnerships
❏ I Love NY Bus
❏ LIRR and MetroNorth

16. Objective No. 3
Increase traffic to the I Love NY website
❏ Strategy: Position the I Love NY website and mobile app as visitors’
first choice for New York travel planning tools.
❏ Key Message: The I Love NY website and mobile app provide the
most comprehensive and insightful New York tourism information. It is
an information hub for both travelers and the tourism industry.

17. Tactic 3-1
Photo Competition
“Amazing New York
Getaway” on Instagram to
raise awareness and collect
photos for the I Love NY
website.
❏ Contestants post photos using
#AmazingNYGetaway and
#ILOVENY
❏ Must tag @Iloveny and add the
photo location
❏ A committee will select the most
compelling pictures
❏ Reward: discounted prices at
partnering hotels

18. Tactic 3-2
❏ Travel insiders (local residents)
will offer personal
recommendations based on their
unique experiences.
E.g. Top 3 Must-Dos in
Rochester.
❏ Visitors can get detailed trip
planning ideas from their
feedback, videos and pictures.
Insider Guides
Uncover the unknown of New
York with information exclusively
on the I Love NY website.

19. Media Outreach - BroadcastMedia Outreach - Broadcast
Amazing Relay Race and I Love NY Festival
❏ National: The Today Show, Good Morning America, CBS This Morning,
Live! with Kelly and Michael
❏ Regional: Local news programs including NY1, ABC, CBS, NBC, Fox
(U.S.) and CTV, CBC Television, Global, Ici Radio-Canada Télé, TVA
(Canada)
❏ Radio morning shows: The Breakfast Club, Elvis Duran and The
Morning Show, Scott Shannon in the Morning
Celebrity Road Trips
❏ Lifestyle programs: 1st Look-WNBC and A Taste of New York

20. Media Outreach - Print Media
❏ National Newspapers: New York Times, Wall Street Journal, USA Today
❏ Local Newspapers: New York Daily News, am New York, South Jersey
Times, Hartford Courant, Boston Globe, Philadelphia Inquirer, The
Toronto Star, La Presse Montréal.
❏ Travel and Lifestyle Magazines: Travel + Leisure, Condé Nast Traveler,
AFAR, CAA Magazine, Urbanette, NUVO, Food & Wine, Wine & Spirits,
Vogue
❏ Regional Magazines: New York Magazine, Philadelphia Magazine,
Cincinnati Magazine, Washingtonian, Montréal Magazine, Timeout

21. ❏ Online media sites: Buzzfeed, CNN,
Huffington Post, Lonely Planet, Refinery 29,
Roadtrippers
❏ Travel and Lifestyle Blogs: Triphackr, I Will
Travel, Tripper
❏ I Love New York website, app and social
platforms
Media Outreach - Digital Media

22. Budget
ITEM AMOUNT
Amazing Marathon $45,732.19
I Love NY Festival $19,000.00
Celebrity Seasonal Road Trips $109,250.00
Trip Planning Videos $50,000.00
Discounted Car Rental Service $6,250.00
Photo Competition $3,125.00
Insider Guides $2,500.00
TOTAL* $235,867.19
*Does not include agency time

23. Measurement
❏ The Amazing Race and I Love
New York Festival
Media impressions
Social media posts
Number of visitors
In-person bookings
❏ I Love New York App
Increase in users
❏ Car Rental Service
Number of reservations
❏ Celebrity Road Trip Itineraries
Visitors to itineraries on website and app
Media impressions
❏ Social Media
Views of trip planning videos
Number of photos posted during
the Instagram competition
Increase in followers and “likes”
❏ I Love New York Website
Traffic to Insider Guides
Increase in overall traffic

24. Thank you!