The North Shore of Staten Island is the place to be—and AKA was there to help launch Destination St. George, a new tourism marketing coalition, driving visitors to New York’s most exciting neighborhood.

AKA collaborated with the new coalition to rebrand the area as a destination for both locals and tourists. The multi-channel campaign, which starts in May, includes an outdoor campaign, a new online presence and digital information kiosks at the Staten Island Ferry terminals. Across the North Shore, more than $1 billion is being invested to transform the neighborhood over the next three years, including the New York Wheel—the world’s largest observation wheel—and nearly 100 retail stores at Empire Outlets.

AKA’s Studio conceived of the creative campaign, which was illustrated by London-based illustrator Jing Zhang. Using her colorful, playful style, it showcases the range of attractions and entertainments on the North Shore and conveys the spirit of St. George as a place where New Yorkers can escape the city and tourists can enjoy food, shopping and recreation in equal measure.

You can visit destinationstgeorge.com, see the campaign on bus shelters across New York City or visit St. George to see the campaign on Staten Island streets!