jody crystal karg | strategist
Raising Awareness and Shifting Local Perceptions of Governors Island
The Brief:
Develop a campaign to increase awareness of and traffic to Governors Island, especially with local New Yorkers
So who's the main character in this story?
Governors Island is a 172-acre island in New York Harbor that lies only only 800 yards from Lower Manhattan, and it's even closer to Brooklyn.
It has a rich history, including its use as a military fort. It's often mistaken as the the home of Governors Ball Music Festival.
Today, with its 120 acres of open space, it is a hub of recreational activity, from biking and play fields to winding pathways with extraordinary views.
The Facts:
- Car-free environment
- Public art projects
- Bike rentals
- Slide hill
- Historical tours
- Lavender field
- A spa
- Sheep
- Stellar views of New York City and the Statue of Liberty
- It can only be reached by ferry
But there's a lot of other characters in this story.
According to the New York City Department of Parks and Recreation, the city has more than 1,700 parks, playgrounds, and recreation facilities across the five boroughs.
So how can we increase awareness and interest of Governors Island as the go-to place for recreational activities and relaxation for New Yorkers to ultimately drive more visits?
Well, what are New Yorkers thinking?
TD Bank Rooted in NYC Survey
They have
options.
"New York is one of those cities where there's always something going on but you never know what to do. It's exciting but half the time I choose to sit and chill at home."
They value convenience.
“[I live in Brooklyn and] If I want to spend time outside I typically go to Brooklyn Bridge Park or Fort Greene. Governors Island seems too inconvenient to travel to."
Yet, they like
to explore.
“Central Park is so big that you can find something new each time. Besides the tops of buildings I almost feel out of the city."
Primary Research: In-Depth Interviews February 2023
TD Bank Rooted in NYC Survey
of New Yorkers visit a local park or shared green space at least once a week
TD Bank Rooted in NYC Survey
So, if Governors Island is this unique hybrid of a local park and a place to escape from the city, then why aren't New Yorkers visiting it?
THE INSIGHT:
To New Yorkers, parks live within cities, and forests and places of escape live outside of cities. They can't wrap their head around the contradiction that Governors Island is both these things.
New Yorkers can't wrap their head around something that's both - a convenient New York City park and also an escape from the city.
New Yorkers needed to realize that an escape from the Big Apple is closer than they think - it's within the city. And it redefines what a local park is.
So... let's give them what they're missing.
PERSPECTIVE.
So what's the story we need to tell (and show)?
On Governors Island, people literally look and feel bigger than the city here and feel empowered because the island elevates you and changes your perspective.
And what's the best way to tell this story to convince New Yorkers that it's worth the visit?
Showing them.
Governors Island
GO TO GROW
2D
Collaborators
Jody Karg
Jack Yu
Lisandra de la Paz