Upstate PA
The Story of the Roof Rackers
The Story of the Roof Rackers
CHALLENGE
Re-brand five Pennsylvania CVBs under one mega umbrella, including 11 counties in the Northeast PA Mountains Region – and do so with a budget the size of Eagles Mere (friggin’ tiny).
BIG IDEA
Go beyond the demographics. Dig deeper into the passions that folks in this region share: their love of the great outdoors.
Mount Up: The Story of the Roof Rackers
These adventure-seekers can’t be pigeonholed into age, gender, race, creed or income. Rather, they distinguish themselves by kayak vs. canoe, ski vs. snowboard, biking vs. hiking – and sometimes everything wrapped into one wild weekend. So we created a community that was geared just to them, challenging them to Mount Up and join the fun.
I wrote copy for the five-page Fall and Winter advertorials in Pursuits Magazine, which analyzed these “Roof Rackers” from the perspective of a scientific study. I also built the @UpstatePA Twitter community from the ground up, gaining a following of over 1,400 Roof Rackers through friendly, engaging content – and the occasional outdoor challenge.
Re-brand five Pennsylvania CVBs under one mega umbrella, including 11 counties in the Northeast PA Mountains Region – and do so with a budget the size of Eagles Mere (friggin’ tiny).
BIG IDEA
Go beyond the demographics. Dig deeper into the passions that folks in this region share: their love of the great outdoors.
Mount Up: The Story of the Roof Rackers
These adventure-seekers can’t be pigeonholed into age, gender, race, creed or income. Rather, they distinguish themselves by kayak vs. canoe, ski vs. snowboard, biking vs. hiking – and sometimes everything wrapped into one wild weekend. So we created a community that was geared just to them, challenging them to Mount Up and join the fun.
I wrote copy for the five-page Fall and Winter advertorials in Pursuits Magazine, which analyzed these “Roof Rackers” from the perspective of a scientific study. I also built the @UpstatePA Twitter community from the ground up, gaining a following of over 1,400 Roof Rackers through friendly, engaging content – and the occasional outdoor challenge.
