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Greater ROC More than tourism: A place brand built on pride

People who live in Greater Rochester know the region’s reputation is outdated. While some think the area has harsh winters, a low-opportunity job market and an old-company mindset, Greater ROC wanted to shift perceptions and celebrate progress.

Services

  • Creative strategy
  • Media strategy, buying + planning
  • Social media management
  • Content creation
  • Brand design + messaging
  • Public relations
  • Video production

With the goal of shifting perception, this marketing campaign spotlighted people and progress in the Greater Rochester region

Pride has the power to shift perspectives and inspire change. Rooted in this insight, “Greater Than” was created to spotlight the individuals, businesses and organizations driving progress across the region.

Results

  • 34% increase in YOY social media following
  • 147% increase in YOY social media engagements
  • 2x more likely to have pride in the region

Social media campaign videos featuring Rochester changemakers

Social media reels of the Greater Rochester region

The omnichannel campaign featured strategic storytelling and influencer collaborations to showcase regional pride

In collaboration with top influencers, Greater ROC launched a dynamic, omnichannel campaign that brought real stories to life—stories of innovation, resilience and community impact. Through strategic storytelling across countless touchpoints, we showcased Rochester’s many points of pride, amplifying its identity as a hub of transformation.

Place brand marketing imagery of a campaign billboard

Place brand marketing campaign billboard graphics

Awards

American Advertising Awards, Greater Rochester

  • Gold—TV Campaign
  • Gold—Cinematography
  • Gold—Integrated Brand Campaign
  • Silver—Integrated Brand Campaign
  • Silver—Campaign
  • Silver—Anthem Video

Greater ROC campaign videos

Greater Rochester resident testimonial

“I think that it’s extremely important to have something like Greater ROC. It can inspire us to come together as a community, evolve and create opportunities.”

—Greater ROC Resident

Key Elements

  • YouTube video series highlighting influencers
  • Partnerships with key sports teams + signature events
  • Residential surveys to measure regional sentiment 
  • Continuous story mining + networking to uncover pride
  • One campaign uniting 9 counties
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