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 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.
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 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, visual identity systems, 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.
VIDEOS COMING SOON!
