February 1, 2008
NY Leatherstocking Region Looks For Less Literary Brand Naming
The Chenango-Delaware-Otsego region of New York state has been referred to as the Central Leatherstocking Region since the famous I Love NY marketing blitz was launched 31 years ago.
The name is in honor of the James Fennimore Cooper novels that are set in the region (The Leatherstocking Tales that include "Last of the Mohicans" and "The Deerslayer").
Now, the entire I Love NY campaign is getting a shot in the arm and the somewhat obscure naming for this region is looking at a revamp.
I am familiar with this area but the fact is that the average traveler is unlikely to understand the highly literary allusion.
It also has the best tagline I have ever heard for apple pie and cheddar cheese, a favorite dessert combo for upstate New Yorkers: "An apple pie without the cheese is like a kiss without the squeeze.”
I will be watching how events develop in this region with great interest.
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