The Opportunity

Ulster County is a destination that requires visitors to expend real effort. Breathtaking vistas, charming streets, and cozy cafés aren’t served up on a platter. Taking in Ulster County requires you to Seek For Yourself. That’s more than a tagline. It’s an invitation to explore, a challenge to discover, and the promise of something extraordinary waiting to be found.

Ulster recently told us they’d like to be known for something else too: access for the disabled. Our solution was an organic extension of our Seek For Yourself campaign. Our client asked us to create some ads to sell the notion of accessibility. The problem is, ads only address the issue of awareness. They don’t actually DO anything to increase accessibility.

So, we started with two words: Wild Access. That means access for all. Never denying anyone the opportunity to explore. To seek for themselves. Disabled people. Abled people. Every. Body.

The Strategy

Every. Body. Without. Limits. To bring it to life in a noteworthy way, we created a wayfinding system with installations, an app, and signage that connects people to any place in Ulster that’s accessible. We think solving a real human problem beats an ad every day of the week. And we decided to shout about it. In Times Square, two 15-second videos ran for nearly a month in the city that never sleeps. To extend our reach in a clever way, we also ran geofenced display ads in and around Times Square.