In December 2018, VISIT Staten Island’s new brand was announced to encourage residents to explore their own backyard and take advantage of the programs and events that are found so close to home. Now, this brand can be seen in advertisements located on the Staten Island Ferry boats and the digital screens in the Whitehall and St. George Ferry Terminals along with images of Staten Island locations and cuisine.
Funding for this ad campaign was made possible from a Market New York grant from Empire State Development/I LOVE NY, awarded through the Regional Economic Development Council initiative, in partnership with the Borough President’s Office of Tourism and Cultural Affairs, the Staten Island Chamber of Commerce and Destination St. George.
ThoughtMatter, a Manhattan-based branding agency, designed the brand and fully captured the essence of Staten Island as a place where people live, work, and play. As part of the re-branding campaign, a new web site was created, and a series of creatives were done for advertising.
“This is the first-ever marketing campaign for VISIT Staten Island with its new brand and we couldn’t be happier with the messaging and visuals created by this team. We worked with local photographers Michael McWeeney and Lance Reha to capture the best of Staten Island,” said Jennifer Sammartino, Deputy Chief of Staff for Borough President Oddo, who oversaw the branding project. “This campaign is designed to give people a glimpse of what’s here on Staten Island and beckons visitors to go to our newly redesigned web site to learn more. I’m excited to see what the impact is.”
The brand’s placement on the Manhattan side will allow visitors to discover Staten Island before they take a ride on the Staten Island Ferry, which is one of the most visited attractions in New York City with 90,000 riders daily. Because of the development on the borough’s waterfront, this office expects ferry ridership to increase, therefore exposing the brand to a larger audience.
“It was fun for the Staten Island Chamber of Commerce to be a part of creating a brand specific to Staten Island, the Unexpected Borough. We all know Staten Island has so much to offer and it’s important to get the word out. The launch of this advertising campaign serves as a great opportunity to highlight our cultural attractions, world class shopping and accommodations, restaurants, and so much more. Led by increased ridership on the Staten Island Ferry, tourism continues to grow on Staten Island and that influx of visitors will further enhance our local economy. The extra spending will result in increased jobs, wages, and tax revenues here in the borough,” said Linda Baran, President & CEO of the Staten Island Chamber of Commerce.
“Millions of visitors a year take the Staten Island Ferry. We are proud to introduce to them the newly opened Empire Outlets and the North Shore’s world class cultural institutions,” said Travis Noyes, Chairman of Destination St George.
New York State Executive Director of Tourism Ross D. Levi said, "The ferry and its terminals are synonymous with Staten Island, and we hope that the new campaign encourages visitors to experience some of the attractions highlighted during this trip or during a return visit."
The Tourism and Cultural Affairs Office, under the direction of Sammartino, was created by BP Oddo in June 2017 to expose the numerous parks and cultural attractions on Staten Island. Known as the Borough of Parks, Staten Island has an extensive arts and culture community featuring 30 museums and art galleries that cover the entire borough. VISIT Staten Island was created back in 2009 to highlight Staten Island as a fun, family-friendly and historical destination to visit. With the revival of this brand, this office will continue to highlight the cultural value all the organizations bring to the borough.