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News
Coldrush Campaign Starts This Week
Promotes Rochester's Wealth of Winter "Cool
Things to Do" to Promote Tourism
Coldrush - Rochester's first major initiative to promote Rochester and its vast array of winter activities - starts tomorrow with the launch of a broad multimedia campaign that will be impossible to miss. The campaign, a joint effort spearheaded by the Greater Rochester Visitor Association (GRVA) and the Arts & Cultural Council for Greater Rochester, is a highly collaborative effort that will involve organizations all across the region.
"When we counted the events going on in Rochester during the winter we realized we had a goldmine to promote," says Ed Hall, President of GRVA. "That was the genesis of coldrush. If there's one thing we can drive home during this campaign I hope it will be a sense of civic pride. That's a powerful thing because we know that half of tourism to Rochester is generated by people who live here, who invite friends and family to visit."
Bookmark this Site!
A key resource being promoted by the campaign is creation of the largest and most comprehensive listing of events ever assembled in the region. Looking for something to do? Just go to www.visitrochester.com, click on the coldrush logo and you will be transported to the Arts & Cultural Council's extensive, up-to-date online calendar of cultural events (www.artsrochester.org), which has been expanded to promote sports and other activities.
Sarah Lentini, Executive Director of the Arts & Cultural Council says, "We want to change people's perception that Rochester "shuts down" during the winter months. There is a multitude of events from which individuals and families can choose. It's our hope that the calendar, where someone can search by date, organization or type of event, will make it easy to find things to do in the area. You can even print out maps."
The Campaign
Coldrush will be hard to miss. The eight-week campaign, created by Jay Advertising, starts January 18, runs through the end of March and will reach hundreds of thousands of people in Rochester and New York State.
- coldrush on the Web
www.visitrochester.com - click on the coldrush button, which takes you to www.artsrochester.org, the most comprehensive listing of entertainment, sports, art and cultural events available. One place to go - it's all here - updated regularly.
- coldrush in Print
28-page Special coldrush Section in the Democrat & Chronicle
feature articles, ads with special offers and a comprehensive calendar of events. Runs January 18 in the Democrat & Chronicle, the Syracuse Post Standard Herald Journal, Binghamton Press & Sun Bullet, Elmira Star Gazette, Ithaca Journal, and the Utica Observer Dispatch. The section will be seen by almost 300,000 people outside the Rochester market. In addition, 100,000 extra copies will be distributed to potential visitors and hosts throughout the state including availability at rest stops along the New York State Thruway.
coldrush Newspaper Ads- run weekly for 8 weeks and feature "cool things to do"
Other advertising - look for the coldrush logo in ads and on websites of many area organizations
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