Outdoor Experience and Sustainability in the Finger Lakes, New York
GLP Films is partnering with the Finger Lakes Regional Tourism Council to reposition the Finger Lakes as a premier sustainable outdoor destination. This multi-year marketing campaign utilizes extensive stakeholder engagement and award-winning storytelling to attract responsible travelers and benefit local communities.
Campaign Highlights
SUSTAINABILITY STRATEGY
Leveraging our global partners, our team is informing regional strategies to reposition the Finger Lakes as a premier and sustainable outdoor destination with both consumer and travel trade audiences.
STAKEHOLDER ENGAGEMENT
GLP is conducting extensive stakeholder engagement to unite the vision of the region and direct our most authentic branding of the FLRTC.
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 FLRTC’s communication, branding, marketing, and sales goals.
Details
Partner: Finger Lakes Regional Tourism Council
Location: Finger Lakes Region, New York
Key Themes: Outdoors | Adventure | Sustainability
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 14 county-region is by and large under-visited. 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 marketing campaign guided by 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 videos that center local voices and strategically target a variety of experiential outdoor markets, including hiking, cycling, paddling, fishing, and slow travel.
We are weaving these full-length videos into the broader marketing campaign, in which we are developing a campaign visual identity, web content, and social media content and strategy. By facilitating global sustainable tourism partnerships and designing trade show assets, we helped shift DMO branding to include more sustainability, stewardship, and accessibility messaging.
This campaign connects FLRTC with responsible travelers and inspires all-season travel and regional dispersal, ultimately benefiting stakeholders and local economies.
Key Goals
REPOSITING THE FINGER LAKES REGION AS A PREMIERE OUTDOOR DESTINATION.
CREATE A STAKEHOLDER SUSTAINABLE TOURISM EDUCATION AND ENGAGEMENT STRATEGY.
HIGHLIGHT THE FINGER LAKES REGION’S ACCESSIBLE TOURISM EFFORTS.
ATTRACT RESPONSIBLE TRAVELERS AND PROMOTE SEASONAL AND REGIONAL DISPERSAL.
Video Storytelling
THE FINGER LAKES: SUSTAINABLE OUTDOORS FOR EVERYONE
Welcome to New York's Finger Lakes region. An emerging destination to explore your passion for nature and the outdoors while being welcomed into a community of avid stewards and champions of the beautiful place they celebrate as their home. Check out this trailer on sustainability and outdoor adventure in the Finger Lakes. From hiking, biking, and cycling to paddling, fishing and more, the Finger Lakes has many opportunities to get out and embrace the outdoors.
HIKING THE FINGER LAKES: HIT SOME NEW TRAILS
Hiking in the Finger Lakes region means finding your way through carved gorges, across rolling farmland, under powerful waterfalls, and along historic canals. Explore state parks, national forests, and hidden towpaths–in addition to sprawling trail systems weaving up and down the 11 Finger Lakes. Each trail offers its own unique experience, from peaceful moments in nature to exhilarating challenges. Whether you're a casual walker or an experienced hiker, there's a path that will spark your next adventure.
