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Our Strategy

2012 Marketing Campaign

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.

Travel Magazine Email Marketing Website             Mobile App         Radio           AAA Print        AAA Digital    Digital Display   Social Media   

Winter in Wine Country




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 is the main website for visitor information to Finger Lakes Wine Country.  Total website traffic in 2012 totaled nearly 500,000 visits.



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

Caygua Lake Wine Trail

The Corning Museum of Glass

Seneca Lake Wine Trail

Rockwell Museum of Western Art

Inn at Glenora Wine Cellars

Watkins Glen International

Wagner Vineyards

Rooster Hill Vineyards

Fox Run Vineyards


AAA (Print with cooperative partners)
Buffalo/Rochester/Syracuse, NY: AAA Member Connections (575,000 circulation)

Summer 2012 Print Ad | AAA Member Connections

Fall 2012 Print Ad | AAA Member Connections  

FLWC Summer 2012 AAA Ad


AAA (Digital with cooperative partners)
New Jersey - AAA Traveler  |   Metro NY - AAA Car & Travel

AAA Contest Microsite - Generated 4,000+ Leads

AAA Contest E-Newsletter - 850,000 Recipients



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




Facebook (

Facebook is used to highlight events, photography, partner information, seaasonal promotions and other consumer-relevant content.

Twitter (

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.

Pinterest (

Videos (

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


Winter in Wine Country tote bags in partnership with AAA

Banner ad on

View the Winter in Wine Country photo album