Where Brave Women Winter

Championing ‘Brave Women’ to Drive Winter Tourism Not many people know that New York’s Finger Lakes region was home to some of our nation’s legendary female equal rights activists. We were hired to change that. Using the 2020 centennial of the 19th Amendment as a backdrop, we reframed the stories of these famous abolitionists, suffragists, and all-around trailblazers. In order to attract a new generation of travelers, we made the creative decision to use a bold, modern illustration style and a fresh, contemporary voice that would resonate with a younger audience. The plethora of women’s historic sites paired with the region’s incredible variety of women-owned shops, breweries, and wineries make for an unforgettable winter getaway. In its first year, the campaign captured international attention, garnering praise from tourism leaders from as far as New Zealand and Australia. In 2022, Three Needs Creative was presented with an “Excellence in Marketing” award for this campaign by the New York State Tourism Industry Alliance.

Client: Finger Lakes Regional Tourism Council
Location: New York
Industry: Travel & Tourism
Illustrator: Kirsten Ulve (Mendola Artists)
Role: Campaign Branding, Creative Direction, Creative Strategy, Workshop Facilitation, Art Direction, Social Media, Digital Content, Public Relations, Event Integration, Street Team Management
Strategic Thinking Partners: Maggie Susman and Karen Bedard
Design and Art Direction: Maggie Susman
Copywriting: Karen Bedard
Collaborators: Mary Buttolph Photography, Stephen Donnelly & Associates (Press and Media Outreach), Lisa Kunst (Art Producer)
Awards: New York State Tourism Industry Alliance – Excellence in Marketing
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