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ROOST sets 2012 marketing plan

Whiteface Mountain ski area in Wilmington.

Whiteface Mountain ski area in Wilmington. © ORDA/Dave Schmidt

— The Regional Office of Sustainable Tourism (ROOST) has announced their marketing strategy for 2012. 

“We submit a marketing plan each year,” Kim Rielly, ROOST Communications Director, said. 

While there are some changes from the 2011 marketing strategy, many of ROOST’s on-going approaches will remain in place.  

“We will continue with our on-line advertising campaign,” Rielly said.  “Over 90-percent of travel research is conducted on-line.”  

As part of this approach, one of the biggest changes from 2011 is a new website for the Whiteface region, one of the four area websites ROOST runs to help promote Adirondack and Essex County tourism. 

The other websites concern Lake Placid/High Peaks, Schroon Lake, and Lake Champlain. Other changes ROOST plans to put in place concern upgrades to existing web content. 

“We are dedicating more staff time to develop content in order to increase organic search results,” Rielly said.  Such “organic” results involve including keywords and links within web pages so that they are listed in the results when a potential tourist is researching travel on search engines such as Google.  

“The development of descriptive page content, blogs and online news releases all contribute to that process,” Rielly added.

This approach should help ensure that the region’s many experiences and attractions are promoted to the potential visitors who are interested in them.  

“We are also enhancing our social networking presence, which helps us be more personal and interactive,” Rielly said. “It’s something we’ve been doing the past few years, and as the on-line social networking landscape continues to evolve, we must too.”  

Finally, ROOST is continuing to promote area tourism during less heavily traveled times of year.

“Traditionally we welcome about 67-percent of our visitors May through October,” Rielly said. “That gives us opportunity for growth during the winter and shoulder seasons.”  

Warm weather across much of the northeast has made promoting this winter a challenge – tourists may not think there is snow in the Adirondacks if they are looking at green lawns at home. 

“It has been an interesting winter to promote America’s first winter resort – Lake Placid,” said Rielly.  

See www.roostadk.com/files/2012%20 Strategic%20Marketing%20Plan.pdf for more.

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