Staten Island, New York City’s least populated borough, has been called the “forgotten borough” since at least the 1920s. To remedy this, in December 2018, Staten Island promoted itself as “The Unexpected Borough.” The nickname was used on the Visit Staten Island website.
 
   
Wikipedia: Staten Island
Staten Island (/ˌstætən ˈaɪlənd/) is one of the five boroughs of New York City, in the U.S. state of New York. Located in the southwest portion of the city, the borough is separated from New Jersey by the Arthur Kill and the Kill Van Kull and from the rest of New York by New York Bay. With an estimated population of 479,458 in 2017, Staten Island is the least populated of the boroughs but is the third-largest in land area at 58.5 sq mi (152 km2). The borough also contains the southern-most point in the state, South Point.
     
Visit Staten Island
The Unexpected Borough
 
Twitter
Staten Island USA
@StatenIslUSA
“We wanted to shift the view of Staten Island from the Forgotten Borough to the Unexpected Borough” -ThoughtMatter, the branding agency that designed the new logo to fully capture the essence of Staten Island
10:48 AM - 20 Dec 2018
     
Twitter 
Staten Island USA
@StatenIslUSA
It’s live! Take a look at @SI_Tourism new rebranded website http://visitstatenisland.com . Explore your own backyard and encourage those traveling to our Borough to stay and see the Unexpected Borough.
11:01 AM - 20 Dec 2018 from Staten Island, NY
   
Twitter
SIAdvance
@siadvance
In push for tourists, Borough President’s office rebrands Island as ‘The Unexpected Borough’
3:11 PM - 20 Dec 2018
 
SILive.com
In push for tourists, BP’s office rebrands Island as ‘The Unexpected Borough’
Updated Dec 20, 2018; Posted Dec 20, 2018
By Kristin F. Dalton | .(JavaScript must be enabled to view this email address)
STATEN ISLAND, N.Y.—Staten Island is leaving its label of “The Forgotten Borough” in the past and will now be known as the “Unexpected Borough.”
 
Borough President James Oddo’s Office of Tourism and Cultural Affairs announced its new branding and website for VISIT Staten Island on Thursday, including the “Unexpected Borough” moniker.
 
The new slogan and logo are displayed on the newly designed VISIT Staten Island website, created by native Staten Islander Tommy Raush, and ThoughtMatter, a Manhattan-based agency, designed the borough’s new brand.
   
Twitter
Kristin F. Dalton
@KristinFDalton
#StatenIsland is no longer the “Forgotten Borough.” Now we’re the “Unexpected Borough” thanks to @StatenIslUSA and @SI_Tourism #VISITSI #VisitStatenIsland
3:17 PM - 20 Dec 2018
   
Twitter
Snug Harbor
@SnugHarborCCBG
Thinking about visiting NYC? Staten Island—the “unexpected borough”—may surprise you. See for yourself! Thanks to @BudgetTravel for the mention.
10:00 AM - 30 Mar 2019
 
City & State—New York
June 9, 2019
The 2019 Staten Island Power 100
In a new marketing effort, Staten Island is being rebranded as “The Unexpected Borough.” Late last year, Borough President Jimmy Oddo’s Office of Tourism and Cultural Affairs, in partnership with the Staten Island Chamber of Commerce and the local tourism initiative Destination St. George, unveiled the new nickname, which seeks to highlight the borough’s many attractions.