Madison County, located in the heart of Central New York, is a region rich with history, natural beauty, and home to the kind of small-town charm that Hollywood covets for story locations. While they have much to offer, their marketing efforts were dated, and tourism was stagnant in recent years.
Madison County Tourism (MCT) came to us to reinvigorate their tourism by increasing travel to and visibility of the area, and ultimately, increasing accommodation bookings and tourism spending. With a relatively modest budget, we rebuilt their marketing from the ground up. We kept a traditional annual tourism magazine, re-tooling stories and columns to match researched keyword-based online efforts, and playing up their biggest attractions, including authentic farm-to-table restaurants; charming shops; unique festivals; nationally recognized antique events; farmstead bed & breakfasts; cozy inns; and local craft beverages. All of these were taken into account while we redeveloped their overall branding message within their current tagline, “It’s In Our Nature.”.
An extensive website is gradually being transformed to allow integration between digital and social media ads and online content to match most-searched topics. Offline efforts match online promotions, with a Food and Beverage Passport Trail, and demo-targeted promotions.
Initial results already show increases in some metrics of 25%, a tremendous success. We are constantly testing and fine-tuning our efforts, and look forward to another busy tourist season.