Intellectual Capital Campaign
County Executive Robert P. Astorino’s Office of Economic Development tapped T&B to help drive awareness among tri-state business owners of one of Westchester County’s most valuable economic resources—its talent pool of educated, highly-skilled professionals. In addition to offering affordable commercial rents, easy access to major transportation and a high quality of life, Westchester‘s highly skilled workforce provides a crucial business benefit in a competitive marketplace. T&B developed a witty and compelling campaign, branding Westchester County as New York’s “Intellectual Capital.” Advertising featured the new tagline and logo with unexpected, memorable visual executions and was launched across print, digital and social media. The campaign also served as a platform for a public relations program. T&B’s “Intellectual Capital” campaign established the Office of Economic Development’s new brand positioning, garnering 3.5 million media impressions, 2 million print/digital impressions and 48,000 website visits in the launch year.