Check out the BEYOND promotional video HERE.
Not just a place to go for a hike, a meal or a concert, Westchester is a place to become immersed in memorable activities, culture and surroundings. It’s an ideal getaway, a departure from the everyday. It’s beyond expectations.
Westchester County Executive George Latimer said: “Westchester County is the heart of the Hudson Valley and is a destination that generates billions of dollars in tourism revenue for the region. Today’s launch of our new tourism campaign – “Beyond” - showcases the County to attract new visitors for a getaway – a departure from the everyday.”
In 2019, Westchester County Department of Film & Tourism’s marketing firm Mower conducted qualitative and quantitative research with leisure travelers, and meeting and event planners to gain insight on how those outside Westchester viewed the County’s strengths and appeal. This data helped the firm evolve Tourism’s creative approach into a new campaign aimed at differentiating Westchester by showing the true range of unique experiences available here to all types of potential visitors – both business and leisure.
The focus groups included leisure travelers from Stamford, CT, NYC and Marlton, NJ and Meeting and Event Planners within the County and beyond. The data from these focus groups showed that the interest is there – with nearly 70% of survey takers said that they are likely to visit Westchester County in the future.
Mower Senior Vice President & Managing Director Mary Gendron said: “Mower is committed to our partnership with Westchester County Tourism & Film. Getting to this “Beyond” campaign creative has been collaborative and rewarding. That we were able to develop it based on solid, current market research has given it a strong foundation. We look forward to deploying the campaign with the goal of stimulating additional tourism, and tourism dollars, for the County.”
Westchester County selected Mower in late 2018 based on a formalized search. Mower is one of the nation’s top independent marketing, advertising and public relations firm and a specialist in travel and tourism marketing.
The new marketing campaign, entitled “BEYOND,” showcases striking photography – done by local Westchester County Photographer Rob D’Angelo – of destinations that delight visitors and exceed traveler expectations. Advertising is anchored in the tagline “Beyond expectations.”
According to New York: Economic Impact of Tourism, Hudson Valley/Westchester report, Tourism Economics and supplied by NYSDED; hotel statistics: Smith Travel Research:
- Visitor spending in Westchester supported 24,360 jobs directly and indirectly in 2018 – 5% of all jobs in Westchester County. Westchester comprises 39% of all Hudson valley Region Visitor Supported Jobs
- In total, visitor spending grew 5% in 2018, representing 45% of all visitor spending in the Hudson Valley region. This ranks Westchester County third in visitor spending in New York State - behind only New York City and Long Island.
- Tourism activity benefits many industry sectors in Westchester County with all visitor spending categories growing in 2018 to make up that nearly $2B record. Spending on lodging jumped 8%, followed by food & beverage and retail & service stations, up 5%. Recreation, transportation and spending on second homes also rose 4% each.
- Travel and tourism continues to be a significant driver of the County’s economy, providing revenue to support vital County services that residents rely on. Local taxes and state taxes generated $233M in 2018 from the travel and tourism industry alone.
Westchester County Office of Film & Tourism Director Natasha Caputo said: “This new tourism campaign is a commitment to make the industry stronger and boost tourism in Westchester County. Travelers have many getaway options and see lots of messages, Beyond inspires and breaks through the noise -- it’s true to what we have to offer as a destination.”
The brand launch took place at a “Dinner & Dialogue” event hosted by County Executive Latimer. This reoccurring, open and free flowing discussion between Latimer and various business leaders gives the County Executive an opportunity to hear directly from them on how to further bolster Westchester’s economy.