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
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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Coordination of meeting sales efforts
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 (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
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