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Ulster County Tourism

Ulster County logos and print ad

The Challenge

Rebrand this remote area of upstate New York known for its rugged beauty and its Dirty Dancing-era heyday.

The Goal

Build and execute a brand strategy to attract overnight visitors from New York, New Jersey, and Connecticut.

The Solution

During our immersive brand research, we discovered that Ulster County is full of entrepreneurial people running bars, restaurants, shops, guide services, and more. They attract and cater to those who seek the new, the undiscovered, the authentic experience. That led us to “Seek for Yourself.”

We’ve been Ulster County’s agency of record since 2017, developing omnichannel marketing campaigns in the spirit of “Seek for Yourself” to lure visitors from the surrounding tri-state area.

The Results


Increase in tourist spending


Increase in occupancy tax revenue

In the Client’s Words

“This team immersed themselves in our community to build a truly authentic brand to represent us. It has been working incredibly well for us ever since. From successful broad-based advertising campaigns to COVID-focused campaigns, our county has reaped the benefits of their work.” — Rick Remsnyder, director, Ulster County Tourism