U.S. Travel Association's mission is to increase travel to and within the United States. They recognize excellence and creative accomplishments in destination marketing and promotion through their Destiny Awards, which are presented at their annual Educational Seminar for Tourism Organizations (ESTO), this year held in Phoenix, Arizona August 11-14, 2018.

 

FLRTC contracts with New York City-based Quinn PR for its public relations campaign, which sets out to attract regional and national tourists by securing top-tier print, broadcast and online coverage. To strengthen the "Finger Lakes Region" brand, the campaign focused on activities in addition to what the region is typically known for - wine. These themes included farm-to-table dining, weddings, health and wellness, history, outdoor recreation and more.

 

The campaign's efforts included strategically pitching a variety of angles to the media, hosting 14 top-tier journalists for visits to the region and executing tasting events and media tours that brought the Finger Lakes Region to journalists in the New York City market. Overall, the campaign garnered nearly 500 media placements, including national features in Conde Nast Traveler, New York Times and Los Angles Times Travel.

U.S. Travel Association awarded the public relations campaign with top honors due to its clear vision, strategy, execution and results. "It was smart to focus on specific themes and target coverage," the judges noted. "The timing was right, and the place is beautiful, so the Finger Lakes did a great job highlighting the region. The campaign had an impressive strategy and amazing press pickup with great impact on local businesses."

 

"We were already thrilled about the public relations campaign and the increased awareness it has brought the region," stated Rebecca Maffei, Finger Lakes Regional Tourism Council Chair. "To receive this prestigious national award for our efforts on top of it is such an incredible honor."