New York State Brewers Association: Think New York, drink New York

This case study describes a campaign by the breweries of New York State to re-cast the area as a craft beer hotspot through a digital campaign that urged to: 'Think New York, Drink New York'.

New York State Brewers Association: Think New York, drink New York

New York is the Empire State, heralded nationwide as the cultural, financial, fashion and advertising center of the country. Yet for many years, New York State was among the last states beer drinkers considered. With very limited marketing funds, we changed that. Leveraging digital, social, PR and influencers, we built a social following for New York State craft beers and got people to "Think New York, Drink New York."

Campaign Goals

At the onset of this effort, the New York State Brewers Association had a very minimal presence, limited...

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