Branding Western New York To Drive Visitor Dispersal

Western New York needed a unifying brand identify in order to increase visitor arrivals and drive dispersal. We’re well on our way to success.


The Challenge

Beyond Niagara Falls, the tourism offerings of Western New York were relatively unknown. Eight counties united to create a distinctive brand that would drive visitor arrivals and spending regionally.


The DCI Strategy

To create an effective brand positioning, DCI implemented primary and secondary research, including focus groups and one-on-one interviews with tourism stakeholders in each county; surveys of consumers, in-region stakeholders, media and travel trade; a competitor analysis of four competing destinations.


The Results

  • The name, “New York’s Western Edge” was created based on research and tested with consumers and regional stakeholders.
  • A brand position, promise, value proposition, key messages and target audiences were develop.
  • A Brand Strategy Manual was created to guide the brand marketing for the eight counties.
  • A Marketing Blueprint, which included recommendations for local and industry engagement, market engagement and measurement, was delivered.