Seth DeCroce

I Love NY Customizable Brochure – New York State Department of Tourism

Lead Copywriter
Saatchi & Saatchi | New York

I grew up in New York State, and have lived here all my life, so being selected as the writer for the I Love NY brochure was probably the greatest homecoming any New Yorker could ever hope for.

The brochure was unique in that it allowed the traveler to tailor its content around their interests. A landing page would allow the them to select their favorite activities – outdoor sports, historic landmarks, antiquing, scenic drives – and then create a customized PDF brochure that captured their ideal trip. The user could also choose to have the brochure printed and shipped to wherever they were in the world.

Writing the brochure was a joy. I’ve done quite a bit of traveling, but I’ve yet to find anywhere that compares to the nuances, grace, and breathtaking physicality of New York State. So my approach to the brochure was simple: I would tell the story of New York in my own voice — the voice of a fan — as if I were sharing all the best parts with a friend who was coming to visit.

The I Love NY Customizable Brochure received statewide attention over various media outlets and continues to serve as the chief resource for travel information in the region. Much of what’s featured in the brochure stems from first-hand experience — although, there was quite a bit of research involved as well. In the end, the project brought me even closer to the state I call home, and I’m happy to have helped share it with the rest of the world.

This entry was posted on Monday, May 13th, 2013 at 6:00 pm. It is filed under ALL, ART / CULTURE, BRAND VOICE, BUSINESS-TO-CONSUMER, CROSS-PLATFORM | TRANSMEDIA, GENERAL, GOVERNMENT, INTEGRATED, INTERACTIVE, LONG-FORM COPY, NON-PROFIT, PRINT, SHOWCASE, TRAVEL. You can follow any responses to this entry through the RSS 2.0 feed.