In addition to the brochure, local newspaper, radio and billboard advertisements will drive consumers to the website where they can download and print coupons that are redeemable at participating local merchants.
"The online coupons represent value-added opportunities for consumers, such as a percentage off retail prices or buy one, get one free promotions," said Calabrese. "The online mechanism allows merchants to add their own coupons to promote their products."
Along with the brochure, printed $1 off coupons will be distributed at the Crown Point ferry landing along with the brochures. The coupons allow consumers $1 off any purchase of $5 or more at participating businesses in Crown Point, Moriah and Ticonderoga. The participating businesses will then be reimbursed one dollar for each of the coupon purchases.
Upon notification of the award of the marketing funds, Essex County IDA hosted workshops to advise local businesses about how they might strengthen their current customer base and attract new customers, and to provide technical assistance and explain how they can take advantage of the program.
The campaign is a collaborative effort between the IDA and the Regional Office of Sustainable Tourism. Merchants in Crown Point, Moriah and Ticonderoga who are not already taking advantage of the program are invited to participate, and encouraged to contact Suzanne Maye at the Lake Champlain Visitors Center at 597-4649. Information is also available online at www.shopchamplain.com for more information.