Oct 1, 2026
New identity brings the county’s communities and experiences together while celebrating the people who make them special
ONEIDA COUNTY, NY — Oneida County Tourism unveiled All In Oneida County, a new destination brand, during its annual meeting Wednesday at Turning Stone Resort Casino. The identity gives the county a shared way to tell its story while leaving room for its many communities, experiences and people to stand out.
The brand was developed with KHM following visitor research, a resident sentiment survey and conversations with local stakeholders. Throughout the process, people described Oneida County as hardworking, resilient, welcoming and proud. They also spoke about the range of experiences found here—from cities and villages to farms, historic sites, restaurants, outdoor recreation and major attractions.
“We spend a lot of time thinking about how visitors see Oneida County. But this time around, it was vital for us to create something that the people who live here could see themselves in,” said Sarah Foster Calero, president of All In Oneida County. “The people who live and work here shape this destination every day, and we wanted them to feel part of its story.”
For visitors, All In is an invitation to look closer. It brings the county’s cities, villages and many different experiences under one identity, while giving each community room to show what makes it distinct.
“Tourism is a major part of Oneida County’s economy and an important part of how we showcase everything our communities have to offer,” said Oneida County Executive Anthony J. Picente Jr. “The ‘All In Oneida County’ brand builds on that success by telling our story in a way that connects our attractions, businesses, communities and people. As we continue investing in our infrastructure, quality of life and economic future, we want more people to discover Oneida County, experience what we have to offer and see why this is a great place to visit, work and live.”
One of the first ways that idea will come to life is All In Stories, a new series featuring people who have invested their time, talent and ideas in Oneida County. Told through interviews, photography and video, the series will highlight residents whose businesses, work and community involvement help shape the destination. The first stories are expected to launch next week.
The new identity includes a logo suite, a place-inspired color palette, photography and other design elements that can be used across advertising, digital content, events and partnerships. A paid media campaign led by KHM is expected to begin in mid-October and run through January, introducing the brand in key visitor markets. The existing Unexpected New York campaign will also incorporate the new identity, and a redesigned destination website is planned for 2027.
“This was an important decision for our organization, and we wanted to get it right,” said Chris Destito, chair of the All In Oneida County Board of Directors. “The team took the time to listen to residents and partners and build something that feels true to this county. I’m proud of where we landed, and I’m excited to see people start using it.”
The announcement comes as the latest tourism economic impact data shows visitors spent more than $2.1 billion in Oneida County in 2025, supporting more than 16,000 jobs. Oneida County Tourism shared those results and other highlights from the past year during Wednesday’s meeting.
Explore the new brand at oneidacountytourism.com/for-
About Oneida County Tourism
Oneida County Tourism is the official destination marketing organization for Oneida County, New York. It works with local businesses and community partners to promote the county’s experiences, support its tourism industry and inspire people to visit.