Some recent discussion regarding Adirondack Tourism Marketing hits on a topic near my heart. I don’t think anyone would argue about tourism’s importance as a crucial part of our economy. But how to effectively market our destination seems to have generated a variety of comments. Some useful, others very uninformed. I once had the joy of thinking about this very topic, and wrote-up a plan for consideration. So rather than join the fray with my own comments, I thought I’d share my ideas. Not official, implemented, or endorsed by anyone other than me.

Purpose of the Plan

Provide a road map which will guide actions, activities, and programs.
Identify key strategic priorities for the next 5 years.

Organization Membership

The counties as defined by the I Love NY program and/or the Bylaws.

Mission Statement and Vision

To increase tourism visitation to the Xxxxx Xxxxxxxxxxx Region.
To be recognized as a unique, multi-season destination.

Strategic Priorities

• Consistently and effectively promote the Xxxxx Xxxxxxxxxxx brand
• Increase visitation and spending in the Xxxxxxxxxx Region
• Expand tourism season to maximize economic benefit
• Generate high quality inquiries for all members
• Recognizing our strengths, aim to disperse visitation throughout the Xxxxxxxxxx Region
• Provide low cost advertising opportunities and promotional tools for tourism constituents throughout the region

Marketing Activities

Brand Marketing – Job #1
Develop and Promote the Xxxxx Xxxxxxxxxxx brand through:

• advertising, collateral, trade marketing, internet, public relations, strategic partnerships

Public Relations

• Media relations and visits
• Traditional PR – writer assistance and story pitching
• Press release creation and distribution

Visitor Services

• Branded Information Centers
• Comprehensive Information Services – Internet, Print, Fulfillment
• Community Management – Inquiry Response, Q/A, Brand Marketing

Education and Advocacy

• Education programs for tourism businesses
• Liaison with Organizations and Stakeholders
• Position Statements on Tourism related issues

Research and Analysis

• Develop Metrics for Internal Measurement
• Gather and Report Tourism related Economic Indicators
• Aggregate and Analyze Available Tourism Research
• Conduct Original Research

Situational Analysis

Strengths – Our USP

• Adirondack Park | Forest Preserve | Wilderness | Scenic Beauty
• Proximity to Feeder Markets
• Safety and Security
• Authentic Americana
• Value

Challenges and Threats

• General Economic Conditions | CCI Decline
• Cost of Doing Business | Taxes | Energy | Labor | Regulation
• Tourism Infrastructure | Cell Coverage | Broadband
• Traditional Transportation Barriers | Costs
• Seasonality | Weather
• Environmental | Conservation Issues | Invasive Species
• Budget | Funding | NYS | ARTC

Opportunities

• Availability of the Internet to enhance and extend the region’s market reach
• Canadian Exchange / Demand
• Demographic Changes | Boomers | Gen – X/Y

Marketing 2008

Target Markets

• Boomer/Mature, Shoulder-season Travelers, Outdoor Recreation Enthusiasts, Scenic Touring, Family
• NYC Metro, Canada, NYS Feeders, All Others

Spring – hike, raft, bird, fish, bike, events
Fall – foliage, hunt, paddle, hike, bike, shopping, events
Winter – snowmobile, ski (dh & xc), snowshoe, spa, shopping, events
Year-round – Events, Group Tour, SMERF

“First-Time Visitor” Brand Awareness Marketing Information Services Ambassador Program

“Extend the Season” Retention Marketing Boomer Targeting Shoulder-season and/or Weatherproof Elements

2009 -2012

Continue to Develop and Implement the Xxxxx Xxxxxxxxxxx brand.

Updated this for a friend: A Plan