Broome is Good

Broome County has an identity problem. Locals fiercely identify with their individual municipalities — Endicott, Endwell, Johnson City — and resent being grouped under "Greater Binghamton." But to the business community, the region needs a unified name that's recognizable. The program had to thread the needle: create a brand that residents embrace and leaders can rally behind, for a place that doesn't agree on what to call itself.

We chose Broome. Short, cool, easy to remember — and the one word that unites every municipality without the baggage. From there we built an entire lifestyle brand around one simple idea: good is a choice. The Good Life campaign launched with a full brand identity, Super Bowl halftime TV spots, documentary video profiles of real residents, a debut screening before Bon Jovi at the Dick's Sporting Goods Open, radio campaigns, digital ads, community events, promotional merchandise, investor packets, signage, and a content-driven web platform — all designed to make people proud to say they're from Broome.