Idea Ranch
Ulster County Tourism
Challenge
In the crowded landscape of getaway destinations, the competition was starting to look the same. Neighboring counties promised identical escapes with interchangeable branding, and Ulster County risked blending into the scenery. To stand apart, Ulster County partnered with Idea Ranch to build a brand as distinct and memorable as the destination itself.
Insight
A place this singular deserves a brand that could never be mistaken for the county next door. We built the new identity on imagery that's authentic to Ulster County's landscape and the outdoor adventures it offers, and paired those visuals with headlines that pique curiosity. The work launched through an omni-channel paid campaign spanning TV, print, digital banners, paid social, and more. Every owned channel followed suit, with a revamped website, organic social channels and email newsletters all speaking in one cohesive voice.
