POUGHKEEPSIE, NY– Dutchess Tourism, Inc. (DTI) today announced its newest advertising campaign in Philadelphia and Washington D.C., targeting potential visitors in the major cities of the Mid-Atlantic region with branded rideshare vehicles by Carvertise. The campaign describes a visit to Dutchess County as “A Storied Experience,” a concept developed with FourthIdea, DTI’s branding agency.
The industry leader in rideshare advertising, Carvertise contracts with Uber and Lyft drivers to wrap their personal vehicles. The company has a driver network of over 500,000 registered drivers and works with hundreds of clients. Launched in August, DTI’s campaign includes 13 branded Uber & Lyft cars across both cities.
“Our Visitor Profile in 2018 revealed that revenue is tripled when visitors stay overnight compared to day trippers,” said Mary Kay Vrba, Dutchess Tourism, Inc. president and CEO. “This means that overnight visitor spending has the largest impact on our community’s economy and that’s why this is the primary focus of our marketing efforts. Travelers from the drive markets of Philadelphia, about 3.5 hours by car or train, and D.C., about 5.5 hours by car or train, are likely to stay for two to three nights with plenty of activities to keep them interested in our destination.”
The drivers of DTI-branded vehicles are informed on the destination and share details about Dutchess County with their riders. A mini storybook further tells the narrative of the county’s storied attractions and invites the reader to write their own story with blank pages at the back. In an anonymous survey, one driver reported having spoken with a passenger for over 20 minutes about each attraction in the storybook.
DTI’s “A Storied Experience” campaign with Carvertise features four ads highlighting both historical attractions and outdoor recreational experiences in Dutchess County. Each ad encourages the viewer to visit a unique URL at dutchesstourism.com to read “the full story,” and begin planning their trip. For example, the car featuring America’s 32nd President Franklin D. Roosevelt points to dutchesstourism.com/FDR where more information about the county’s historical attractions is presented.
“It’s imperative the stories that destinations tell visitors are unique and entirely own-able. Dutchess County, New York is one of the few places that can boast a harmonious balance of scenic, rural landscapes, sophisticated, urban culture, and a storied history of empire-builders, visionaries and artists,” said Thomas Mooney, CEO & executive creative director at FourthIdea. “This campaign breaks the traditional mold of brand storytelling and characterizes an entire region in the Hudson Valley. It defines what Dutchess County stands for, what it offers its visitors, and tells a story that can’t be read in any book.”
“Dutchess County has a little something for everyone. Whether it’s the Franklin D. Roosevelt National Historic Site and Presidential Library & Museum, the Walkway Over the Hudson, The Culinary Institute of America or the Appalachian Trail, the stories to be told are endless,” said Dutchess County Executive Marcus Molinaro. “Visitors coming from Philadelphia and D.C. will soon learn that with access by train or car to all corners of the county, Dutchess County is an ideal getaway.”
While the campaign is ongoing, early results show over 4.5 million impressions from curious onlookers, along with numerous conversations about Dutchess County with passengers.
“I’m so glad that residents and visitors to our nation’s capital and the vibrant city of Philadelphia will have the opportunity to learn more about Dutchess County, located in the heart of the beautiful Hudson Valley, and all that it has to offer,” said U.S. Senator Charles E. Schumer. “Tourism is a vital component of New York’s economy, employing thousands and bringing in millions of dollars. Dutchess County has always been a staple in Hudson Valley tourism--improving the state’s economic stability and I am happy to support Dutchess Tourism’s strategic marketing efforts that will help us continue to make strides in the right direction.”
Photo caption: Dutchess Tourism, Inc. today announced its newest advertising campaign in Philadelphia and Washington, D.C., targeting potential visitors with branded rideshare vehicles. Passengers receive marketing materials and converse with informed drivers about the destination.
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About Dutchess Tourism
Dutchess Tourism, Inc. is the officially designated destination marketing organization for Dutchess County and is accredited by the Destination Marketing Accreditation Program (DMAP) of Destinations International. It is an independent 501c6 non-profit organization that works to bring tourism dollars to area businesses by marketing and promoting the assets of Dutchess County to the nation and the world. The office is located at 3 Neptune Road in the Town of Poughkeepsie with 18 Tourist Information Centers located around Dutchess County. Dutchess Tourism is partially funded by monies received from the County of Dutchess.
