Finger Lakes Wine Country 2012 Marketing Campaign
The target market for Finger Lakes Wine Country (FLWC) visitation is women aged 35-54 living within a five hour drive of the region. Our print, TV, radio, and digital/online campaign focuses on Western New York, Northern/Central Pennsylvania, and Northern New Jesery. We broaden the reach of the brand through the use of geo-targeted Facebook and Google ads. Finally, media relations is used to expand the FLWC message nationally. Our tag line is: "See the beauty, feel the history, taste the wine" with the emphasis on FLWC being an affordable, drive destination.
The Return on Investment Study for the 2012 Marketing Campaign. View now.
2012 Finger Lakes Wine Country Travel Magazine
The Finger Lakes Wine Country 2012 Travel Magazine is a custom-published, editorial rich annual publication. The magazine's 150,000 free copies are distributed through visitor centers, distribution companies, wine retailers, industry partners and direct fullfilment. The cover photo credit is Stu Gallagher Photography and the publisher is Hour Custom Publishing.
The magazine features articles written by prominent journalists, event listings, comprehensive regional maps, and business spotlights.
The magazine is financed by Finger Lakes Wine Country Tourism Marketing Association and throught advertising from regional tourism businesses.
Consumer Email Campaigns
Finger Lakes Wine Country distributes targeted consumer emails to more than 20,000 opt-in subscribers throughout the year highlighting events, partners, seasonal promotion and other consumer-relevant content.
Website
FingerLakesWineCountry.com is the main website for visitor information to Finger Lakes Wine Country. Total website traffic in 2012 totaled nearly 500,000 visits.
Mobile
Finger Lakes Wine Country has a free mobile app for all types of mobile devices that includes business listings, maps, and social media feeds.
2012 Finger Lakes Wine Country Media Buy
RADIO (:60 spots with :30 for the cooperative partner and :30 for FLWC)
Buffalo, NY: WYRK, WJYE | Scranton/Wilkes-Barre, PA: WGGY, WKRZ, WILK
In market April - July, 2012
AAA (Print with cooperative partners)
Buffalo/Rochester/Syracuse, NY: AAA Member Connections (575,000 circulation)
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Summer 2012 Print Ad | AAA Member Connections
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Fall 2012 Print Ad | AAA Member Connections
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AAA (Digital with cooperative partners)
New Jersey - AAA Traveler | Metro NY - AAA Car & Travel
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AAA Contest Microsite - Generated 4,000+ Leads
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AAA Contest E-Newsletter - 850,000 Recipients
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DIGITAL DISPLAY
Target Markets - Digital Ad Networks - Finger Lakes Wine Country branding
Four themes: Family Fun, Adventure, Wine, Arts & Culture
DIGITAL DISPLAY (with cooperative partners)
Target Markets - Digital Ad Networks - Partner branding delivered with Finger Lakes Wine Country flight
SOCIAL MEDIA
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Facebook (Facebook.com/FingerLakesWineCountry)
Facebook is used to highlight events, photography, partner information, seaasonal promotions and other consumer-relevant content.
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Twitter (Twitter.com/FLXWineCountry)
Twitter is used to connect with consumers planning trips to Finger Lakes Wine Country and as a customer service platform once the visitor has arrived into the region. #FLXwine is the main hashtag along with supporting team profiles, @FingerLakesPR and @FLXWineLady.
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Pinterest (Pinterest.com/FLXWineCountry)
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Videos (YouTube.com/TheFingerLakes)
The videos are used throughout our digital, email and social media campaigns.
2012 Finger Lakes Wine Country Video Series
October 2012 - Finger Lakes Restaurant Week presented by Finger Lakes Wine Country
Museums of Finger Lakes Wine Country
Soaring Over Finger Lakes Wine Country
June 2012 - Finger Lakes Wine Country Restaurant Week Challenge
Winter in Wine Country (2012-2013)
Finger Lakes Wine Country's annual winter campaign transitioned from Winter Wine Weekends to Winter in Wine Country for the 2012-2013 winter season. The promotion ran from November 23, 2012 - March 31, 2013. Created to promote winter visitation, the four and a half month long campaign is focused around winter branding across all marketing materials and a getaway package program with area accommodations, attractions, restaurants, and wineries. In addition to traditional marketing, we purchased four weeks of advertising on the Buffalo radio station Star 102.5 (ran Januray & February 2013), Winter in Wine Country postcards that were sent to our direct mail database and handed out at wine and travel expos, and a print advertisment in Philadelphia Magazine for their special December winter escapes issue through a partnership with the Finger Lakes Winter Escapes program through Steuben County CVB, Watkins Glen Area Chamber of Commerce, and the Chemung County Chamber of Commerce.
New Winter in Wine Country logo was designed and launched in November 2012
RADIO (:60 spot)
Buffalo, NY: WTSS (Star 102.5)
In market January & February, 2013
Winter in Wine Country Radio Ad
Print Ad, Philadelphia Magazine - December 2012
Postcards - 3,767 Mailed to a targeted PA consumer list Nov. & Dec. 2012 and 6,000 self-distributed
PALATE PASSPORT - 1000 printed, 750 distributed
The Winter in Wine Country Download Event Guide
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Winter in Wine Country tote bags in partnership with AAA
Banner ad on www.FingerLakesWineCountry.com
View the Winter in Wine Country photo album