I LOVE Northern NY – How to get in on ILNY promotions

BROOKE ROUSE

Many recognize the I LOVE NY brand and think of it as New York City. In fact, I LOVE NY is the official destination brand of New York State.  Each county government designates an organization be the ‘local boots on the ground,’ or tourism promotion agent (TPA) for I LOVE NY, or more specifically, Empire State Development’s Tourism Division.  An annual grant is then administered, combining state and County funds to be used specifically for marketing the County as a destination to out-of-county visitors.

                In addition to the grant funds, the TPAs work closely with the I LOVE NY team on a number of marketing initiatives and state wide campaigns. So how do you, as a business or community, get a piece of the pie?

                Your County TPA creates a marketing plan annually and always appreciates participation from tourism partners. Sometimes cooperative marketing opportunities exist, where you can buy in at an affordable rate to get a lot more. This is done through regional branding efforts, where you can be highlighted in print or digital platforms.

                Your TPA is actively seeking exposure for your county…one of the best ways to do that is through earned media (we do the work to earn the recognition, but don’t necessarily pay any money). For example, the TPA will communicate with writers or the state may organize a trip of writers (also known as a FAM or familiarization tour) to visit and write, blog, photograph the area. Typically we need businesses to host for overnights, meals, excursions, or tours. Typically these things need to be offered for free or at a discount. The ‘host,’ as an active participant will then be covered in the content. These stories have tremendous value that our tourism marketing budgets could not afford, so this is a great opportunity for the destination and the business, product, etc.

                Your TPA is actively updating websites, social media, visitor guides and requests for story leads. The most important thing…PHOTOS. A picture tells a thousand words. High quality (high resolution) photos, showing people doing things are the best way to really tell the story. Any time your community or business can share high quality photos (not smartphone photos) of a festival, activity, landmark – you are sure to be included in the next promotion.

                The more we know, the more we can help. I LOVE NY is constantly sending out story leads for major publications like USA Today, NY Times, etc. They want to know what is new, what is unique. If we know what you are up to (and have high quality photos!), we can quickly send the word (and image) along. Sometimes its quirky – a top 20 list of breakfast features, or unique requests like spa getaways where you can sleep under the stars. The more unique offerings you can create, the better. The more we know about it, the more you benefit.

                The state and other state partners have also developed several thematic campaigns.; Haunted History Trail, PRIDE, Underground Railroad,  Path Through History, Taste NY, to name a few. If you can create an event or have an attraction that is a fit, be sure to let your TPA know.

                To get connected with your local TPA, call 1000 Islands International Tourism Council (Jefferson County) 315-482-2520, Oswego County Department of Community Development, Tourism & Planning 315-349-8322, or St. Lawrence County Chamber of Commerce 315-386-4000.

Brooke Rouse is executive director of the St. Lawrence County Chamber of Commerce and a Tourism Promotion Agent. She is a business owner, holds a master’s degree in tourism and is a former SUNY Canton Small Business Development Center advisor. Contact her at brouse@st.lawrencecountychamber.org.

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