Basic Premise

How Do You Create Buzz from Boring?

This book celebrates a global village. Queens, where 120 languages are spoken, is one of the most culturally diverse places in America.

Celebrating Urban Diversity

Our basic premise for this project:
What’s different can be made interesting.

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PR Challenge:
Many tourist attractions and interesting ethnic communities outside Manhattan are little known to either New Yorkers or the 45 million tourists who annually visit the Big Apple.

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Our challenge was to draw attention and business to historic, cultural, ethnic, and recreational resources in NYC’s borough of Queens (pop. 2.3 million). It is one of the nation’s most ethnically diverse polulation centers.

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Our Strategy:
We researched and launched the first full-format, dedicated travel guidebook showcasing Queens’ huge range of cultural, culinary and ethnic attractions.

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Our Success Story:
Queens, What to Do, Where to Go (and How Not to Get Lost) in New York’s Undiscovered Borough offers 300 pages of destinations, and covers a dozen diverse communities. It includes directions, restaurant reviews, listings of cultural highlights and essays by academics, museum directors, and successful entrepreneurs who began their American lives as immigrants. Widely distributed, it is sold in all major NYC bookstores—including, of course, in Queens.


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