Working with the folks at Cabot Creamery to bring the schooner Lois McClure, a full-scale replica of an 1862-class sailing canal boat, down the Hudson River to Manhattan was great fun. The McClure was one component of the Best of Vermont in New York campaign to build greater awareness of Vermont in the minds of New Yorkers. We helped direct Cabot to the World Financial Center after stressing the built-in population and uniqueness of a historic boat adjacent to sleek yachts and passing ocean liners.
We then built a successful marketing program of street banners and press outreach. Our hands-on, grassroots and out-of-the-box outreach to major corporations within a ten-block radius of the World Financial Center brought in so many people—men and women with disposable income who would be able to purchase Vermont art products and/or travel north for vacation—that by the end of the first day the Vermont Tourism team made an emergency call to Vermont for more promotional materials. Highlights included arranging for an awe-inspiring, multi-colored, water-streaming New York fireboat salute and continual live coverage by NY1 television news. Other local print, television and radio also covered the event.