Case Study: Finger Lakes Tourism Alliance
Regional and national coverage of the Finger Lakes culminated
in the area being named "Top Lake Retreat in the World" by Shermans Travel
SMS PR drove more than
110 million impressions.
Eleven long, lovely lakes fed by plunging waterfalls tucked into winding gorges, more than 120 wineries with a growing reputation for world-class wine, and dozens of charming small cities and villages – the Finger Lakes is becoming the vacation destination of choice for regional and world travelers.
Goal: SMS' challenge was to establish the region as a top tier destination, competing with Napa Valley and Sonoma for wines, New England and Pennsylvania for tourism and with the Hamptons and Catskills for family vacations.
Solution: SMS identified the defining characteristics of the Finger Lakes as ice age lakes and gorges, local food and wine, and unique art and culture, then used these attributes to differentiate the Finger Lakes Region as a unique travel destination.
By building relationships with tourist promotion agencies in all 14 counties of the Finger Lakes, and tying the many news and story ideas together into a powerful brand, we showed key regional and national media what made the Finger Lakes special.
Results: Consistent messaging made it easy for media to understand and retain the Finger Lakes story. Extensive coverage followed in national mass media including USA Today and the New York Times as well as in special interest publications such as Wine Enthusiast, National Geographic Traveler and Woman's Day. Overall, SMS PR drove more than 110 million impressions.
