Client

Empire State Building

Elevating the world’s most iconic building from an Observatory to an Experience.

Client

Empire State Building

Elevating the world’s most iconic building from an Observatory to an Experience.

The Empire State Building is more than a view. It is a living icon with stimulating exhibits and a rich history.

Approach
Concept Farm’s first bold strategic step was to change the name of NYC’s most popular paid attraction to encompass it all—from the Empire State Building Observatory to the Empire State Building Experience. Anchored in the new positioning line, “The Heart of NYC”, Concept Farm re-imagined and developed an integrated campaign that unites media, social, collateral, PR, website, etc., around a unified vision and a brand look and feel.
Results
  • Ticket sales increased by 15%
  • Late-night visitation increased – a task requested by ESB
  • Revenue increased from SEM and display ads and a lower cost-per-acquisition
  • The new website hit all engagement metrics; increasing pages-per-session and reducing the bounce rate

The Empire State Building is more than a view. It is a living icon with stimulating exhibits and rich history.

Approach
Concept Farm’s first bold strategic step was to change the name of NYC’s most popular paid attraction to encompass it all—from the Empire State Building Observatory to the Empire State Building Experience. Anchored in the new positioning line, The Heart of NYC, Concept Farm re-imagined and developed an integrated campaign that unites media, social, collateral, PR, website, etc. around a unified vision and brand look and feel.
Results
    • Ticket sales increased by 15%
    • Late night visitation increased – a task requested by ESB
    • Increase in revenue from SEM & display ads and a lower cost per acquisition
    • The new website hit all engagement metrics; increasing pages per session and reducing the bounce rate
Services
Research / Strategy / Creative / Print / Digital / Outdoor / Social Media / Video / Collateral / Sales Materials
Services
Research / Strategy / Creative / Print / Digital / Outdoor / Social Media / Video / Collateral / Sales Materials