Finger Lakes Tourism Alliance

In April 2016, Tipping Point planned and executed a paid media campaign across various regions in lower New York State, Eastern Pennsylvania, and Washington, DC, to attract visitors looking for girls-weekends, romantic getaways, and day trips. We leveraged the beauty of the Finger Lakes, incorporating simple, gorgeous imagery to inspire viewers to learn more about vacationing in the region.

Campaign Objectives: Increase visitation to the Finger Lakes region from outlying areas and encourage requests for travel guides via campaign landing page.

Our Work and Results: In April 2016, Tipping Point planned and executed a paid media campaign across various regions in lower New York State, Eastern Pennsylvania, and Washington, DC, to attract visitors looking for girls-weekends, romantic getaways, and day trips.

We leveraged the beauty of the Finger Lakes, incorporating simple, gorgeous imagery to inspire viewers to learn more about vacationing in the region. In the summer, the creative highlighted refreshing, sunny imagery; in the Fall, it incorporated colorful autumn panoramas. To maximize the budget, we leveraged TV Everywhere (online cable opportunities), programmatic video banner ads, online local news sites, digital billboards, social media, and Google Adwords to penetrate an expensive advertising market.

Finger Lake Tourism Alliance Client of Tipping Point Communications

All tactics drove to a campaign landing page: http://www.explorefingerlakes.com/ where we encouraged visitors to order a travel guide. During the April – November timeframe, 1,025 visitors requested travel guides through this landing page. Because we know that more than 72% of people who request travel guides ultimately end up vacationing in that area, and that the average length of stay is about 3.24 nights, Finger Lakes Tourism Alliance extrapolated that the paid media effort generated approximately 738 new visitors, 2,391 travel days, and a financial ROI (the financial impact of these visitors on the Finger Lakes region) of nearly $1,160,000.

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