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Feel the Rush! - The 'coldrush'
Major Campaign to Promote
"Cool Things to Do" in Rochester -
Launching in January
Even the most diehard hibernating New Yorkers won't be able to resist the 'coldrush.' In a major new initiative to transform the image of Rochester in winter and promote winter activities in our area, the Greater Rochester Visitors Association and the Arts & Cultural Council for Greater Rochester have joined forces to launch "coldrush: Discover Cool Things To Do." The joint marketing effort is aimed at prospective visitors within a 3 - 4 hour drive of the area as well as Rochester area residents. It will promote the rich spectrum of cultural, music, sports, entertainment and other activities that takes place here from January through March.
"Winter in the area is often a maligned season and it doesn't deserve to be," said Ed Hall, president of the Visitors Association. "We've been successful in promoting spring, summer and fall in Rochester through our infomercial; promoting the winter season is a natural progression of our attempt to highlight the area as a 'four season' destination." Hall notes that during February '99 more than 70 events were listed on the Visitors Association's calendar. "Rochester is an active, vibrant place during the winter months and we think 'coldrush' will help get the word out."
Program details for the multimedia effort of advertising and promotion will be unveiled in January. Ideas being considered include such items as a 'coldrush' directory of cool things to do, a 'coldcard' for special discounts and a 'coldrush' hotspots listing of participating Rochester area restaurants, hotels and other businesses.
The Arts & Cultural Council for Greater Rochester, which has long kept an extensive, up-to-date online calendar of cultural events for the area, will expand the calendar to promote other activities as well. Sarah Lentini, Executive Director of the Council explained, "We want to change people's perception that Rochester "shuts down" during the winter months. There is a multitude of events for individuals and families to choose from. It's our hope that the new and expanded Arts & Cultural Council calendar at www.artsrochester.org, which will be linked to the Visitors Association website at www.visitrochester.com, will make it easy to find things to do in the area."
Hall and Lentini stressed that the program is not just a "one-time" promotion. They hope it 'coldrush' Campaign Launching in January will grow over the years into a major "winter festival" and point to cities like Minneapolis and Ottawa, who started small winter festivals that are now major events for citizens and visitors alike.
They also expressed the hope that the promotion will be embraced by the community as a vehicle for "winter pride." "It's a marketing vehicle for our winter months, an opportunity for area businesses to do some promotional events and for area residents to have some fun with our weather," said Hall.
The group has retained Jay Advertising, Inc. of Rochester, who created the 'coldrush' campaign theme, to develop and implement the multimedia promotional efforts.
Groups are encouraged to add their winter events and activities to the online Arts Rochester comprehensive event listing by contacting the Council at 716-473-4000 or at info@artsrochester.org.
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