Case Studies: Tourism

Challenge

This tourism organization had been operating for 25 years without developing a distinctive brand for itself or the county it was created to promote, and no measurable results in tourism growth.

They needed a branding and communication strategy to distinguish the county, promote its many natural resources, attractions and events, and grow tourism.

Research showed that tourism had always been historically strong and remained consistent due to the area’s location and abundant natural resources.

Trainor was asked to develop a strategy, including branding, digital (web), public relations, marketing, and advertising plans to distinguish the county and attract incremental tourism.

Challenge:
Distinguish the County and grow incremental tourism.
Approach:
Target three markets; “Young Families”, “Boomer Couples”, and “Destination Golfers” from Boston, New York City, Long Island, New Jersey, Philadelphia, Buffalo, and Southern Ontario to “get away from it all” and “get away to it all”.
Recommendations:
Brand the County as “The Getaway Region” and feature the abundance of economical vacation and weekend attractions, activities, events, and golfing opportunities, available to the target audiences.
Results:
Since the launch of the new branding, website, and communications strategy two years ago, there has been significant growth. In 2011 there were over 23,000 unique visitors to the website; over 16,000 Travel Guide requests (an increase of 76% from 2010); as well as a $1.025 Billion economic impact from tourism in Oneida County in 2010. And these numbers will continue to grow exponentially.