howlogo1.jpg HOWES CAVE, N.Y. -- The rebranding of Howe Caverns has been recognized as one of the world's 100 most effective rebrands in the 2009 ReBrand 100® Global Awards, earning a 2009 Distinction Award in the competition. Other 2009 award winners include The North Face and Cisco WebEx. "It's exciting to know that Howe Caverns new brand is among the best on an international level," said Howe Caverns' General Manager Robert Holt. The award winners represent more than 40 industries and 21 countries. The new brand image for Howe Caverns, developed by Smith and Jones' Wanderlust division that is headquartered in Troy, includes a new logo with an arrow pointing downward, calling one and all to "Go Undergound" to experience a world millions of years old and largest cave open to the public in the Northeast. "The new branding carries through all materials produced for Howe Caverns, including our well-known billboards and our highly visited website," Mr. Holt said.  "And, the message to ‘Go Underground' is one that is all-important in reminding everyone that this natural attraction as a true underground wonder," he said. Winning rebrands, including Howe Caverns, are showcased About Howe Caverns Howe Caverns is New York State's second most-visited natural attraction, located about 45 minutes southwest of Albany, off Exit 22 of I-88, between Albany and Cooperstown.  Open daily, except Thanksgiving and Christmas days, Howe Caverns is open from 9 a.m. to 6 p.m.  through October, and from 9 a.m. to 5 p.m. from November through February. For additional information, call 518-296-8900, or visit About Wanderlust Wanderlust is a travel industry marketing agency. We help our clients understand what drives people to desire their brands and build integrated marketing communications programs to fuel that desire. Our clients include mountain resorts, attractions, municipalities, eco-tourism and other leisure and adventure destinations. About ReBrandTM and the ReBrand 100® Global Awards: ReBrand is the global, online resource for case studies on the most effective brand transformations: the repositioning, revitalizing, and redesign of existing brand assets to meet strategic goals. To view winning case studies or for more information, visit All trademarks, service marks and company names are the properties of their respective owners.



Media Contacts: Howe Caverns Kathy Condon 518.463.1103 Wanderlust Mark Shipley 518.272.2500                                                                                                             For ReBrandTM: Andrea Walker 401.277.4877