MISSION STATEMENT

Finger Lakes Wine Country Tourism Marketing Association’s mission is to increase tourism and tourism associated revenues to the four county region of Chemung, Schuyler, Steuben, and Yates counties through its brand Finger Lakes Wine Country.

BACKGROUND

Finger Lakes Wine Country Tourism Marketing Association was organized as an entity in 2000 with one purpose in mind, to promote economic development in the Finger Lakes region of New York. A strong tourism industry adds depth to a community, making it a more desirable place to live and work. A unified branding initiative backed by an integrated marketing and communications strategy attracts tourists to the Finger Lakes region. The brand Finger Lakes Wine Country speaks to the many facets of the destination. Critical mass affords opportunity, and collectively, the area has a diverse product offering. The organization has developed a long-term program of marketing the region as a vacation destination. The integrated marketing program is further enhanced through investments by tourism partners. 

INTEGRATED MARKETING & COMMUNICATIONS STRATEGY

Finger Lakes Wine Country Tourism Marketing Association has developed an integrated program of marketing and communications strategies that reinforce the brand across multiple channels to the target market. The target market is women, 35-54, with a household income of $75,000+, living within a six-hour drive of the destination, with an interest in travel and wine. This target market was determined by research and is supported by industry trends. The marketing and communications strategy includes advertising, media relations, annual travel magazine, website, mobile app, consumer emails, social media, and seasonal promotions. In following best practice and to ensure a successful return on investment, each component features the same brand standards and messaging.

ANNUAL FUNDING & PARTNERSHIPS

The brand Finger Lakes Wine Country is supported by individual tourism businesses in the region through marketing partnerships. These partnerships include annual marketing partnerships (funding the mission), cooperative advertising, travel magazine advertisement, website advertisement, and seasonal promotion participation. As the lead marketing organization in the region, Finger Lakes Wine Country Tourism Marketing Association’s goal is to offer our tourism partners the opportunity to create their own integrated marketing and communications strategy through our programming. By investing across these channels, partners can be assured their message is front and center in the mind of the visitor.