CapNY launched as new branding effort for Capital Region

PHOTOGRAPHER: Peter R. Barber

The Albany skyline in November

ALBANY — A new campaign launched Tuesday promotes the Capital Region’s identity in hopes of creating an identity and a draw for new residents.

CapNY is a joint venture of the Center for Economic Growth and Alliance for the Creative Economy designed to attract and retain young talent here by accentuating the area’s highlights.

The tagline of the branding effort — “Capable of Anything” — is at once the promotion and the message itself.

Three area creative agencies — Collectiveffort, Fingerpaint and Overit — joined the effort.

The eight-county Capital Region ranges from the state Capitol to rural farms and is home to a diverse population of just over 1 million people. The CapNY brand is an opportunity to tell a cohesive story about the region and its values, organizers say, and in so doing, distinguish it from other metropolitan regions.

The talent attraction and retention effort focuses on younger adults, who typically are more mobile than their older counterparts. It pitches lifestyle and opportunities such as affordability, cultural assets, recreation and innovation.

The partnership said a trend for Millennials and Gen Z’s to leave high-price cities for more affordable midsize markets began before 2020 and has only accelerated through the pandemic.

The CapNY talent campaign will include the Boston and New York City areas for that reason, but it will also attempt to retain local graduates and provide businesses with tools to recruit new employees.

The CEG is the Capital Region’s economic development agency. The ACE promotes awareness and appreciation of the cultural and creative economy assets of the region.