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BERKSHIRE COUNTY — 1Berkshire announced this month that as part of The Official Berkshire Marketing Plan for FY24, it will will bring the Berkshires to New York City’s Grand Central Station (one of the busiest transit hubs in the country) for the month of March. Back in the mid 2000s, a campaign of this magnitude was done in Boston, and was a great success. The intent of this branding campaign is to give Manhattanites a pause and to encourage a respite in the Berkshires. The campaign does not end there though – it will continue through late spring in the form of a digital retargeting wrap-around campaign and into the summer.
“The campaign will be three large visually impactful triptychs with four sets of Berkshire imagery rotating through, along with three large single boards with six sets of imagery in rotation,” said Lindsey Schmid, SVP of Tourism and Marketing for 1Berkshire. “By having this campaign run in the station for a month, the commuters will be able to see Berkshire imagery time and time again, with a variety of locations and seasons. This is done to instill a Berkshire wanderlust, which we hope will make the viewers of the campaign into actual Berkshire visitors.”
The theme of this campaign is Soar, Restore, and Explore in the Berkshires. The idea of running this thematic campaign in the spring is to make New Yorkers aware that the Berkshires is not just a summer and fall destination, so as to entice visitation in the shoulder seasons.
The campaign will run early March through early June and include inspirational Berkshire imagery, plus a dedicated landing page on berkshires.org (the official Berkshire tourism site, managed by 1Berkshire), along with a digital retargeting and look-alike campaign. It is set to garner over 14.5 million impressions. 1Berkshire was happy to have the support of MASS MoCA and Shakespeare & Company in this campaign. The 1Berkshire marketing team has also worked to weave the theme of this campaign into other advertorial opportunities in NYC, Boston, and Eastern Canada, and it will be the focus of its spring/summer video campaigns.
“We were excited to learn that 1Berkshire was including this branding campaign in their Berkshire marketing plan this year. Being part of this campaign allows us to tie into the work they are doing to promote this region, while also shining a light on Shakespeare & Company in the New York City market,” said Jaclyn Stevenson, Director of Marketing and Communications for Shakespeare & Company.
About 1Berkshire
1Berkshire is a county-wide organization focused on economic development and promotion of the region as a preferred place to visit, to live, and to grow a business. It provides programs that connect businesses with each other and with potential customers and works to develop future leaders and support entrepreneurs. For more information, visit 1Berkshire.com.
