The Central New York Region, formerly the Central Leatherstocking Region, needed a facelift. Originally, in 2004, we started working with them and developed a strong database-heavy website where individuals could plan a trip based on their interests. Along with print, online and collateral, we developed a strong marketing base. Eventually we also created a custom magazine called Simply Getaway, which was published twice a year and delivered to over 20,000 homes in relevant feeder markets. We also created two animated television spots that snagged us a Telly award. Working closely with the eight counties in the region and I Love NY, we have been able to successfully drive traffic into the region, and our positive conversion study can prove it. In 2010 New York State officially changed the region to the Central New York Region, and we have developed new logos, taglines and branding for the region to move forward. The region is stronger than ever, and we continue to communicate with potential travelers across many media platforms.