Marketing Programs Synopsis

Advertising

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

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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


Visit1000islands.com 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

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Youtube channel with numerous video stories

 

App with regional business directories and calendar of events

 

Maintenance of Jefferson County information on the ILoveNY.com website

 

81Exits.com site with 81 corridor information

 

Agvisit.com site and app promoting Jefferson County craft beverages and agricultural attractions

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Consumer Promotions

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Exhibit at shows including Toronto Boat Show, Western NY Sports Show, Erie PA and Rochester Shows

 

Direct mail programs to about 20,000 consumer leads annually


Publications

 

International Travel Guide with circulation of 170,000

 

Fishing, events and agricultural touring guides 

 

Area maps as a visitor service


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

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Digital advertising

 

Coordination of meeting sales efforts

 

Publicity

 

Host fam tours and make story pitches to travel media

 

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


Visitor Services

 

Manage visitor services at New York State North Country Welcome Center

 

Maintain brochure displays at two I-81 rest areas

 

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