The project was created to highlight the incredible heritage, locations, people and outdoor spaces to be found across New York State.
New York State Division of Tourism has scooped a major industry award at the Travel Marketing Awards. The prestigious awards ceremony held last night (March 21st) at the Intercontinental Park Lane, London, recognised the finest work in travel marketing.
I Love NY, New York State Division of Tourism, achieved ‘Gold Standard’ in the Best PR Strategic Campaign category for their unique Spare Seat Kayak Expedition across New York State.
The project was created to highlight the incredible heritage, locations, people and outdoor spaces to be found across New York State.
I Love NY teamed up with adventurers Richard Harpham and Glenn Charles who paddled an amazing 503 miles across 28 days between Niagara Falls and The Statue of Liberty in two double ‘spare seat’ kayaks.
Every day the pair were joined by ‘spare seaters’ who would paddle in each kayak with the team.
Among them were international media including BBC Radio 4, The Scottish Sun newspaper, Adventure Travel Magazine and National Geographic Kids Magazine who featured articles on their experiences of their time in the expedition.
The expedition received widespread coverage in print, TV and radio broadcast, online and through social media platforms. A dedicated website thespareseat.com was also created providing information, photos, video and blogs throughout the journey, all adding to a final PR Value in excess if $1 million and a huge increase in awareness of New York State and what the destination offers.
