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Staten Island North Shore Organizations Partner to Launch Tourism Marketing Campaign

May 15, 2017 Destination North America No Comments Email Email

Destination St. George, the tourism marketing coalition for Staten Island’s North Shore, today launched its first campaign – a major step in rebranding the area as a destination. The multi-channel campaign, which starts  this month, includes a new logo and creative artwork in the form of outdoor media, an expanded website, and social media presence, as well as digital information kiosks at St. George and Whitehall ferry terminals.  The campaign highlights existing attractions – such as the Staten Island Yankees and the St. George Theatre – and looks ahead to the future development of the area. Across the North Shore, more than $1 billion is being invested in transforming the neighborhood over the next three years, including the New York Wheel (the world’s largest observation wheel), nearly retail 100 stores at Empire Outlets, a Westin Hotel at Lighthouse Point, and more.

Destination St. George works to promote tourism to Staten Island’s North Shore, advocate for supportive serves such as increased transportation access to the borough, an enhanced consumer experience, as well as education and training for the tourism industry about the area.

“The launch of Destination St. George is an exciting step in the renaissance of the North Shore Corridor. These partnerships will yield a significant change in popularity for our cultural attractions and small local businesses, anchored by the New York Wheel and Empire Outlets,” said Staten Island Borough President James Oddo. “I am excited to watch visitors from all over the world discover what Staten Island has to offer and this campaign will play a major role in that discovery.”

“Destination St. George was created specifically to address collaborative opportunities around destination marketing, tourism development and partnership among the North Shore tourism stakeholders,” said New York Wheel Chief Marketing Officer and Empire Outlets SVP of Marketing Travis Noyes. “This marketing coalition is a community-driven effort that now totals more than a dozen partners and is the start of a new conversation with locals and visitors about ‘what’s on the other side.”

“The North Shore of Staten Island offers a variety of cultural, entertainment and dining options, and this new marketing campaign really helps build brand awareness in the minds of both visitors and locals,” said NYC & Company CEO Fred Dixon.  “Coupled with our ‘See Your City’ campaign, which also highlights St. George, we’re excited for people to discover all that this vibrant neighborhood and borough have to offer today – as well as in the future.”

“The best thing about the Destination St. George campaign is that our local ‘mom and pop’ businesses and attractions will benefit from added exposure,” said Staten Island Chamber of Commerce President & CEO Linda Baran.  “New and improved marketing and promotion of the area will certainly entice visitors to explore more of what Staten Island has to offer.  Great food, entertainment, attractions and more will have them patronizing local businesses – what better way to strengthen our local economy.”

“The campaign artwork represents Destination St. George in a colorful and stylized manner with the New York Wheel and other attractions rendered as whimsical icons,” said AKA NYC Executive Creative Director Bashan Aquart. “We want to convey the essence and invigorating spirit of St. George as a place where New Yorkers can escape the rigors of city life, where they can relax and have fun. We also wanted to showcase the range and diversity of things to do that will be available on Staten Island’s new North Shore.”

The campaign’s logo and artwork were created by AKA NYC in collaboration with illustrator Jing Zhang.   AKA is a global, full-service advertising agency with a presence in the US, UK and Australia – all top feeder markets for tourism to New York City.

From Whitehall Terminal in Manhattan to the streets throughout the North Shore, residents and visitors alike will see and experience the initial phases of the campaign.

More than 30 street pole banners have already been installed displaying the campaign’s artwork near the St. George ferry terminal.  In addition, more than 50 bus shelters across the city will also promote the neighborhood.

Four visitor information kiosks will be installed inside both the Whitehall and St. George ferry terminals.  The digital kiosks will offer travel and event information to help direct visitors and locals to nearby events, attractions, shops, and services. Kiosks will also contain brochure racks providing additional information and maps for offline access to information.

In addition, the Destination St. George website, destinationstgeorge.com, will feature expanded content.  Twitter and Facebook will continue to provide real-time information for residents and locals.

Fast and reliable transportation access to the St. George neighborhood will increase with the addition of regularly-scheduled ferry service between midtown Manhattan and St. George starting in 2018.  The service will be provided by New York Waterway out of its 39th Street pier.

Destination St. George partners now include more than a dozen organizations across the North Shore:  Empire Outlets, Lighthouse Point, New York Wheel, Snug Harbor Cultural Center & Botanical Garden, St. George Theatre, Staten Island Museum, Staten Island Yankees, Alice Austen House, Flagship Brewery, National Lighthouse Museum, Noble Maritime Collection, Staten Island Chamber of Commerce, and Staten Island Children’s Museum.

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