A Snapshot of Marketing the Region during a Pandemic
There is no doubt that this is an unprecedented time. The community, residents, businesses, government, and travelers are all navigating a changing business landscape. At the Adirondack Coast Visitors Bureau (ACVB), a division of the North Country Chamber of Commerce, we understand this and have developed our 2021 marketing plan to ease travelers’ anxieties, welcome visitors back safely and look to attract in state travel until the Canadian Border opens and the NYS Travel Advisory is lifted.
To do this we have created a 2021 marketing plan with “phased” plans. Just as New York
State has done, we will look to each phase to re-introduce the Adirondack Coast to our audience and community. The Phase began in April 2020, as of October 2020 we are in Phase 3, promoting autumn activities, leaf peeping and supporting local campaigns. We are targeting those in the Capital Region, Western NY and the local Community. We are also working right now to gear up our winter campaigns that will carry us into the New Year.
We know this is a hard time for everyone, but your Visitors Bureau team along with the leadership of the North Country Chamber of Commerce, will continue to implement aggressive marketing efforts, to not only help the community bounce back, but become stronger and more diverse in our visitors demographics.
In 2021, we plan to build upon our ongoing marketing. In cooperation with Plattsburgh International Airport (PBG)
The phases include:
Phase 1: Moments and Memories: Reminiscing about the Adirondack Coast – Done!
Phase 2: Be a Tourist in your Town: The Ultimate Staycation – Done!
Phase 3: Welcoming our In-state visitors! In-progress through the New Year!
Phase 4: Open for Business: Embracing Travel and Visitors from US and Canada!
and the Adirondack Regional Tourism Council (ARTC), we will continue to help build a stronger brand for the Adirondack Coast through cross-platform media efforts. Increased impressions via online and digital marketing, social media campaigns, tradeshows (when travel is possible), collateral distribution, group marketing (when possible) and public relations will help position the area as a value-packed choice. Messages touting our safety measures, low infection rates, authentic experiences, and affordable lodging will be punctuated with travel deals from local businesses.
2021’s plan will continue to focus strongly on digital marketing and will include a strong emphasis on social media growth, with an energized focus on Instagram. We are looking forward to continuing and growing our social media campaigns that will help us better connect with visitors of all generations. We’ll also continue to take great strides in leveraging mobile and digital marketing with a greater Google display ad campaigns and more video creation.
2020 saw a pandemic, a prolonged border closure and a fear of travel. We’ll look to tout messaging that is welcoming and ensuring their safety. With a strict Travel Advisory in place and no timeline in place for it to end, we will work on encourage interstate travel as a means for taking a vacation safely and within compliance with state guidelines.
Every program will be fluid, done wisely with sensitivity to ensure we boost tourism and sales tax grows and our community is protected and comfortable. We at the ACVB looks forward to leading the charge and helping our strong tourism market bounce back. We anxiously await welcoming our neighbors to the north back, and we are excited to see some new first time travelers discover what the region has to offer. Most of all we look forward to helping visitors create lifetime memories.
Kristy Kennedy is the Vice President of Marketing and Business Development at the North Country Chamber of Commerce/ Adirondack Coast Visitor’s Bureau.