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Cultural institutions join forces in summer marketing campaign

A skyline view of Rochester
Max Schulte
Downtown Rochester skyline view.

The Strong museum is announcing a tourism campaign that will include other museums and cultural institutions in the Rochester area.

It’s called Play Rochester, and involves The Strong, the George Eastman Museum, Genesee Country Village & Museum, Rochester Museum & Science Center and the Seneca Park Zoo.

The Strong’s vice president of marketing and communications, Sara Poe, said the idea is to provide a variety of options to people who may be traveling to the Rochester area this summer.

“Come to the Strong Museum, but there’s other members of your family that might be interested in the Genesee Country Village, they might be interested in the Rochester Museum and Science Center, they might be interested in going to the zoo, or all of them. The George Eastman Museum, there’s so much to see and do, there’s something for everyone,” Poe said.

The group of museums and other locations are all part of an extensive online marketing campaign this summer, which was funded in part by a state grant. A website,, allows potential visitors to explore lodging options, learn more about each insstitution and purchase tickets.

Poe noted that this marketing effort will “economically help the entire region.”

“Tourism is a huge economic driver in this area. We are a large part of that and we recognize that and so we really want to continue to do our part to help the Rochester economy recover as quickly as we can,” Poe said.

The various cultural organizations hope the marketing effort is not just a short-term initiative, but a campaign that can continue on an ongoing basis.

Randy Gorbman is WXXI's director of news and public affairs. Randy manages the day-to-day operations of WXXI News on radio, television, and online.