Cooperstown/Otsego County Tourism is the official promotional agency in this popular, central New York county. Tourism is one of the county's largest industries with approximately 500,000 people visiting each year, spending some 134 million dollars. To most people, Cooperstown is associated with baseball. We saw an opportunity to change people's perceptions and clearly show them that Cooperstown is baseball and much more. With compelling venues and activities throughout the county, we showcased each with a strong message: "Believe It or Not This is Cooperstown." This creative messaging was rolled out on a variety of different platforms including broadcast, print, radio, out-of-home, internet, social media, lure collateral, e-marketing, and the official website, ThisIsCooperstown.com, providing visitor resources including lodging packages, recreation, events, video tours, interactive trip planning maps and more.