HOWE CAVERNS HIRES SMITH & JONES

SMITH AND JONES TO GO UNDERGROUND

Howe Caverns has hired Smith & Jones to help move the 10 million-year-old natural attraction upmarket. Located in Howes Cave, NY, the legendary natural attraction was careful to select the right agency to help reach its audience with a message that’s both true to Howe Caverns’ core values and relevant to its visitors’ ultimate experience. The excavation calls for a complete brand overhaul to re-position the brand for millennia to come.

“As our expertise lies in destination and resort clients, Howe Caverns presents an unmarked opportunity for creative exploration,” says Mark Shipley, Chief Thinker at Smith & Jones. “Never before has Smith & Jones moved a brand upmarket from 156-feet below the surface!”

Howe Cavern’s General Manager Robert Holt said, “Howe Caverns is not only one of New York State’s great natural treasures, it is a destination for thousands of people seeking an educational and fun experience. We’re looking forward to having Smith & Jones work with us to enhance awareness of this great attraction.”

Since the 1920s, Howe Caverns Inc. has offered cavern adventures designed to enlighten, entertain and educate. Its employees are committed to preserving and conserving its wonder for the benefit of future generations. A living limestone cave, carved by an underground river over the course of millions of years and located 156-feet below the earth’s surface, Howe Caverns remains New York State’s second most-visited natural attraction and the largest cave open to the public in the Northeast. Located between Albany and Cooperstown, it is open daily except Thanksgiving and Christmas days.

Smith & Jones is a brand consultancy that specializes in moving brands upmarket. We help companies discover and invigorate their brands, attract attention and inspire brand advocacy through careful development of premium brand positions and identities.

The second most-visited natural attraction in New York State, Howe Caverns is located off Exit 22 of I-88, between Albany and Cooperstown. Howe Caverns opens daily at 9 a.m. and is closed only on Thanksgiving Day and Christmas Day.
For further information about Howe Caverns, call 518-296-8900 or visit www.howecaverns.com.
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MEDIA CONTACT:
Kathy Condon * Condon Communications
PH: 518-436-1103 * FAX: 518-436-7346
E-MAIL: kcondon@howecaverns.com