The Central Adirondack Association (CAA) has announced its partnership with the Town of Webb Publicity Department in a summer advertising campaign that promotes the Central Adirondack region.
The program was conceived by Chip Kiefer and Kelly Noonan, co-chairs of the CAA Marketing Committee in conjunction with Town of Webb Publicity Director Mike Farmer.
The program utilizes television, radio and Internet advertising to promote the Route 28 corridor from Forestport to Long Lake.
The television commercials feature the CAA website VisitMyAdirondacks.com, and displays the CAA and Old Forge logos at the beginning and end of each spot.
The radio campaign promotes the Central Adirondacks, and mentions Old Forge, Inlet and Long Lake. The campaign began last week, and will run through July.
“This is a way to broaden our impact and share the cost of broadcast advertising,” said Farmer. “Chip (Kiefer) suggested to the (CAA) marketing committee that we do a campaign now, and I saw a great opportunity to augment the Town’s marketing.
It makes sense to utilize the name recognition of Old Forge for CAA advertising, and adding the Central Adirondacks, Inlet and Long Lake enhances our image by putting more on the plate.”
Kiefer agreed.
“It increases our exposure, and promotes the region above and beyond our events advertising. People know the Central Adirondacks, and this advertising campaign drives people to the CAA website, which has all the information on our events and the association,” he said.
Farmer presented television test commercials for Time Warner, which includes YNN news sponsorships as well as website ads in Utica, Syracuse, Watertown, Rochester, Buffalo and Albany.
Radio spots on Clear Channel stations including Y94 and WSYR in Syracuse and WHAM in Rochester will also be aired.
Kiefer and Farmer said the Time Warner and Clear Channel viewing and listening markets have been utilized in the past, and the representatives they have worked with have long-standing connections to the area.
“We know these people. They have seasonal residences here, and they know us. They understand what we’re about.
“We need to get out there because other areas are actively trying to attract the same markets. But we have more to offer-name recognition, and a great tourism reputation. We cannot rest on those laurels. We must stay in front of the pack,” Farmer said.
Both Kiefer and Farmer agreed that a cornerstone of the campaign is the accessibility of the Central Adirondacks.
Farmer referred to a previous campaign run by Kiefer that focused on ‘One Tank Trips’, and how they are reviving that message.
“We need to remind folks that our region has everything visitors could want, and they don’t have to travel long distances or use more gas. We are positioned very well to provide affordable day, week, or seasonal vacations for visitors who don’t want to spend a lot of time or money in reaching their destination,” Farmer said.
