The Instagram campaign also won gold in the Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI)
In a competitive category spanning all industries, Westchester County Tourism & Film’s Instagram’s organic work – designed to position the county as a destination “beyond the everyday” and support the recovery of tourism during the pandemic – won the award for best use of social media in the Bronze Anvil Rewards, as presented by the Public Relations Society of America (PRSA). The nation’s leading professional organization serving the communications community, PRSA has held its Bronze Anvil Awards for 79 years. The awards program recognizes the best public relations tactics that contribute to the success of overall programs or campaigns. Other category finalists included Tropicana, TABASCO® Brand, Providence and Jackson State University Communications.
Westchester County Executive George Latimer said, “As Westchester County tourism continues to recover from the impact of the pandemic, the inspiring storytelling keeps our region top of mind for travel considerations. The foundation laid by Westchester Tourism and working with municipalities means the county now has a stronger and more engaged online community to connect with in the future.
The Instagram work of Westchester County Tourism & Film (@westchestercountytourismny) also won gold this spring at the 2021 Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards in the Digital Marketing-Social Media Campaign category. For 65 years, HSMAI has recognized excellence in travel marketing through its Adrian Awards, and Westchester Tourism’s Instagram work has been judged among the hospitality industry’s best practices and innovations that will enable recovery. The Instagram campaign was also a finalist for PR Daily’s 2021 Digital Marketing & Social Media Awards.
Westchester County Tourism & Film’s social media marketing effort is led by Director Natasha Caputo and integrated marketing communications agency Mower. To support the region’s tourism recovery, dynamic storytelling has been harnessed on Instagram – from posts and in-feed stories to new features such as reels and guides – to showcase the people and places in Westchester that make it a vibrant and special destination for an easy getaway. From county officials, restaurants like Goosefeather and The Cookery to attractions like Lyndhurst Mansion, Jay Heritage Center, Armour-Stiner Octagon House, and Hudson River Museum, and stores and businesses like Penny Lick Ice Cream and Wings Air Helicopter Tours , were given the opportunity to share their first-hand stories via Westchester Tourism’s Instagram channel. Significant events like the Westminster Kennel Club dog show, which moved to Westchester County in 2021 and returns this year, were also highlighted.
Building on Westchester County Tourism & Film’s “Beyond” brand platform, first launched in January 2020, various municipalities across the county have been engaged to curate 17 hyper-local routes for visitwestchesterny.com. These recommendations were then turned into a series of complementary Instagram reels that offered a snapshot of the county’s unique communities, helping travelers map out how to get the most out of their stay in Westchester.
Caputo added, “Connecting with potential travelers where they are is important to us, and 40% of the US population is on Instagram. We knew this rapidly evolving online channel, which offers many visually compelling opportunities to express the Westchester travel experience, was important to success, and we worked to pull every lever Instagram offered to tell the story. of Westchester travel. The response has been incredible.
About Westchester County Tourism and Cinema
Westchester County Tourism & Film is Westchester County’s official destination marketing organization. Its mission is to generate economic benefits by enhancing the image and promoting Westchester County as a premier business and leisure destination in the Hudson Valley region. Flanked by Long Island Sound and the Hudson River, Westchester is made up of big cities, towns, villages, farms and miles of natural beauty. The county is easily accessible by major interstate highways and parkways, its own regional airport, Amtrak, and three commuter rail lines, and is home to more than 40 hotels and conference centers. For more information on visiting Westchester, visit www.visitwestchesterny.com, connect on Facebook (@westchestercountytourism), Instagram (@westchestercountytourismny) and Twitter (@westchestertour), or call 1-800-833-9282.