Meet the Performers
Jeffrey Burgos
Media Ringmaster
Miriam Prever
Brand Therapist
Camila De Franco Díaz
Intuitive Strategist
The Premise
Help us occupy the minds of Millennial New Yorkers.
The Set Up
By being just a little bit away from the city,
Governors Island recharges you—and your
relationship to New York.
The Message
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Age: 25 - 40
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Education Level: College Degree (Associates/Bachelors)
- Students cherish the value of free time. (HBR)
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Relationship Status: Taken
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Partners encourage each other to try new experiences. (SRDS)
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Psychographics: New Yorker Mindset
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These people are their own stressors keeping them busy.
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They perceive mental escapes as inconvenient.
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Preferred Hobbies:
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Reading, Hiking, Running, Planting
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These are all accessible activities that don't require much time commitment.
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Media Habits:
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Usage of Desktops, Laptops, Tablets, & Phones index over 120 whether using it casually or during work. (MRI Simmons)
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90% of Millennial online experiences happen through Google Search. (Zero Gravity Marketing)
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99% of Millenials are social media users with Facebook, Instagram, & Youtube ranking the highest. (Mintel 2021)
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Location: New York City
the show
They say everyone in New York has a therapist.
Why pay for therapy when you have Governors Island? Governors Island: The best therapist in town!
Paid Media
Owned Media
Governors Island has an entire island to customize to their heart's desire!
To tailor this therapeutic campaign to visitors we themed ownable island features to fall under the campaign therapy concept:
Patriotherapy
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New Yorkers always have to be on the move and see where they're going.
From MTA dead zones to watching their step walking through the streets of the bustling city the eyes of these New Yorkers are always on the lookout.
Sharable/Earned
Experiential
Free Ferry rides summer long in NYC. Everyone is invited to see the drone show that will be hosted over the island. Tents will also be set up for relaxing overnight stays while the drones give a peaceful performance for all.
New Yorkers see fireworks all summer long so let's bring something unique and non-startling to people.
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Curtain Call (Paid)
Using cookies while they're still available - Governors Island will retarget people after visiting the island or their site!
There will be retargeting based on Geo-location with a preference for therapy-related search terms.
The Playbill
Production Costs & Attendance
Great Reviews! (KPI's)
Awareness
Increase site visits from 116k to 200k during summertime to measure interest.
Engagement
Increase Social Media engagement by 15% to secure unique positioning.
Commitment
Increase visits to the island from 1 million to 1.2 million in a given year.
Source: Governors Island
Source: SimilarWeb
