Outdoor Experience and Sustainability in the Finger Lakes
Partner: Finger Lakes Regional Tourism Council
Location: Finger Lakes Region, New York, United States
Key Themes: Outdoors, Adventure, Sustainability
Deliverables: 6 full videos, 20 social videos, 2 trailers for the total campaign, graphic design visual identity package
VIDEO COMING SOON!
Highlights:
Sustainability Strategy: Leveraging our global partners, our team is informing regional strategies in order to reposition the Finger Lakes as a premier and sustainable outdoor destination.
Stakeholder Engagement: GLP is conducting extensive stakeholder engagement in order to unite the vision of the region, and direct our most authentic branding of the Finger Lakes.
Content Strategy: By conducting local research, field visits, and social media consultations, we are developing the best long-term content and design strategy to meet the Finger Lakes’ communication, branding, marketing, and sales goals.
Award-Winning Storytelling: GLP is developing authentic and inspiring content to best represent the region and engage target audiences.
Distribution: Our team is identifying the best channels to promote messaging, including trade strategy, earned media, paid media, and digital marketing.
Challenge:
The Finger Lakes Regional Tourism Council faced the challenge of repositioning the Finger Lakes Region in New York State as a premiere outdoor and sustainable tourism destination. Despite its natural beauty and diverse offerings, the region is by and large an under-visited region encompassing 14 counties. Destination goals include attracting responsible travelers, promoting slow travel, highlighting accessibility, and encouraging repeat visitation while also ensuring benefits for local communities, private sectors, and county governments.
Solution:
GLP Films is partnering with the Finger Lakes Regional Tourism Council on a two-year rebrand and content marketing campaign due to our expertise in sustainability storytelling and strategic communication. We are doing extensive research through scouting trips and conversations with a wide network of local stakeholders, from county tourism planners to local business owners. Our approach involves creating impactful and strategic videos that center local voices and experiences, showcasing the Finger Lakes Region's unique beauty and diverse experiences. We are weaving these full-length videos into our broader marketing campaign, in which we are developing new branding elements, social media videos, and global trade distribution. By highlighting sustainability, regenerative practices, stewardship, accessibility, agritourism, and community-based tourism, GLP is connecting the Finger Lakes with responsible travelers and inspiring all-season, slow travel to the region, ultimately benefiting stakeholders and local economies.
