This campaign theme ad introduced the concept of Rochester' "Visitability" and its importance to the local economy. Subsequent ads featured local world-class attractions and venues. (161k PDF)

Client: VisitRochester, Rochester, NY

Category: Official Visitors and Convention Sales Bureau for Monroe County, NY

Target Markets: Residents, out-of-town business travelers, government and association members.

Objective: Greater Rochester residents of the significant impact of travel and tourism to the local economy.

Primary Creative Strategy: When a word doesn't exist for a situation, create one to bring readers into the ad copy.

Program Elements: Print and web ads seeding the campaign with follow-up versions promoting various local amenities, attractions and venues.