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Marketing Programs Synopsis


The Council utilizes various advertising tactics year-round ranging from traditional media such as print and broadcast to new media such as digital, social and streaming. The bulk of advertising is placed in spring and summer to promote the prime leisure season. Leisure campaigns continue in fall and winter. The Council additionally supplements travel trade motorcoach and meetings/conventions marketing with various advertising tactics.


Advertising is placed based on research and partner feedback to targeted geographic markets, demographics and by behavior and look-a-like targeting. Additional tactics include:


Paid digital advertising on Google, YouTube and Facebook. Monthly performance sample.

Consumer newspaper and magazine advertising

Recreational niche advertising in boating and fishing publications


Collaborative advertising with neighboring regions on special projects

Digital owned properties and tactics is a destination-inspiration website aimed at leisure and travel trade visitors. It includes an online travel guide and directory to the region with more than 700,000 visits in 2021.

E-Newsletter to 35,000 subscribers with events and special offers

Facebook, Instagram and Twitter accounts with frequent updates

Youtube channel with numerous video stories


App with regional business directories and calendar of events


Maintenance of Jefferson County information on the website site and app promoting Jefferson County craft beverages and agricultural attractions

Consumer Promotions

Direct mail programs to about 20,000 consumer leads annually



International Travel Guide with circulation of 135,000


Fishing, events and agricultural touring guides 


Area maps as a visitor service


Partnership with Attractions Ontario (2024 edition)

Travel Trade


Sales appointments at major national trade shows including NTA, ABA, OMCA, BANY, PBA, Heartland, and Travel Alliance Partners


Online group tours planner and online meeting planner

Digital advertising


Coordination of meeting sales efforts




Host fam tours and make story pitches to travel media, (sample report)


Commission photography for regional photo and video library


Attend state and national travel media events

Product Development & Special Initiatives


Creation of 1000 Islands Agricultural Tour


Marketing of Black River Blueway


Development of an I-81 corridor initiative


Participation in New York’s Haunted History Trail


Work with North Country Regional Economic Development Council’s tourism related development initiatives


Collaboration in promoting Watertown Airport (Summer 2023 media report)

Visitor Services


Manage visitor services at New York State North Country Welcome Center


Maintain brochure displays at two I-81 rest areas (sample agreement)


Toll free visitor information line at 1-800-8-ISLAND

Industry Outreach


Annual confidence survey


On-going data collection and research


Annual Hospitality Expo (June) and Brochure Exchange (May)


Periodic bi-national Tourism Summits

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