PITTSFORD — The Finger Lakes Regional Tourism Council (FLRTC) was presented the Excellence in Overall Tourism Marketing - Regional Level Award for their “Beyond Wine” public relations campaign by New York State Tourism Industry Association (NYSTIA) at the Tourism Excellence Awards brunch Oct. 19 in Queensbury, N.Y.
As a region, the 14 counties of the Finger Lakes contract with New York-based Quinn PR to execute a public relations campaign that strengthens the Finger Lakes Region brand locally, state-wide and nationally.
The award-winning campaign recognized what travelers typically associate with the Finger Lakes - wine - and focused on additional themes such as farm-to-table dining, outdoor recreation and history. Through pitching to the media, hosting 14 top-tier journalists in the region and attending media events and tours in New York City, FLRTC’s overall campaign garnered over 2.1 billion impressions and nearly 500 placements, including national features in Conde Nast Traveler, New York Times and Los Angeles Times Travel.
The public relations campaign also won a Destiny Award by U.S. Travel Association earlier this year at their annual Educational Seminar for Tourism Organizations (ESTO).
Other winners from the Finger Lakes Region include Watkins Glen State Park Visitor Center for Excellence in Visitor Service - Private Sector and Cayuga County Office of Tourism’s Online Visitor Service Training Program for Excellence in Visitor Service - Public Sector.
Two individuals were also recognized for their leadership roles in the region: Rachel Laber Pulvino from Visit Rochester for Excellence in Young Leadership and Josh Teeter from New York State Parks — Finger Lakes Region for Excellence in Leadership.
NYSTIA represents and unites New York state’s tourism industry. In its fifth year, the Tourism Excellence Awards celebrate organizations and individuals across New York State that demonstrate commitment, leadership and accomplishments in travel and tourism.
“We are honored to be awarded for our public relations efforts as a region. The campaign’s magnificent media placements are a result of all 14 counties - not only our region’s attractions and accommodations but also the people and hospitality that greeted the travel writers and visitors,” said Lisa Burns, executive director of FLRTC. “I’m also not surprised to see multiple Tourism Excellence Awards winners from the region. We have a beautiful destination filled with amazing individuals that strive to excel in visitor service and leadership.”