THE BRIEF: Four of upstate New York’s major destination marketing organizations — Visit Buffalo Niagara, Visit Rochester, Visit Syracuse, and Visit Binghamton — came together post-pandemic to launch the Upstate Eats Trail: a 225-mile culinary road trip connecting four cities through the regional food specialties that define them. They needed a creative partner to bring the campaign to life visually and across social — from concept to final deliverable.
WHAT BWM DID: Brave World Media served as the campaign’s full creative production team. We handled concept development, production planning, location scouting, art direction, and on-location shooting across four cities. Deliverables included a hero campaign video, four city-specific feature videos — Buffalo, Rochester, Syracuse, and Binghamton — plus a full social asset library of photos and videos distributed to each DMO’s channels and to the Upstate Eats Trail’s own platforms.
This was a true multi-client, multi-city production managed entirely in-house: one team, four cities, one cohesive campaign voice.
THE REACH: The Upstate Eats Trail launched to significant public and press attention, receiving endorsements from then-Lt. Governor Kathy Hochul and NYS Tourism Executive Director Ross Levi, national travel trade press coverage, and I LOVE NY feature placement. The trail was funded in part by a New York State Regional Economic Development grant, and the campaign assets were deployed across four major DMO social channels simultaneously — with a combined reach spanning Central and Western New York’s primary visitor audiences.
“You did a fantastic job telling the story of the Trail and capturing the romance of these mom and pop businesses… Thanks for your commitment and passion for this project. You really went above and beyond in making it happen.” — Ed Healy, Vice President of Marketing, Visit Buffalo Niagara
Upstate Eats Trail Hero Video
Upstate Eats Trail: Buffalo Video
Upstate Eats Trail: Rochester Video
Upstate Eats Trail: Syracuse Video
Upstate Eats Trail: Binghamton Video
Social assets
