Hibercation

Hibercation: A Cozy New Take on a Winter Getaway In spring, summer, and fall, New York’s Finger Lakes region is a magnet for tourists and day trippers. We were given the challenge of attracting tourists to Cayuga County in the dead of winter. As native upstate New Yorkers, we were all too familiar with the innate urge to curl up under a blanket from January until April. For this campaign, we turned that barrier into an asset by redefining the cozy winter getaway with a Hibercation – part hibernation, part vacation, and 100% good for the soul. We partnered with Prison City Pub & Brewery to kick off the campaign with a Hibercation Happy Hour, including a signature beer flight. Our team created custom hotel packages and welcome baskets to attract guests. Together with our campaign partners, we crafted and pitched engaging story segments for WSYR lifestyle show, Bridge Street, to inspire viewers to book a Hibercation. Our work and efforts were so well received, the Cayuga County Office of Tourism decided to make it an annual campaign.