There is no doubt that this is an unprecedented time in recent history. The community, residents, businesses, government and travelers are all navigating a new landscape and the Adirondack Coast Visitors Bureau (ACVB), a division of the North Country Chamber of Commerce, is doing our best to help ease travelers’ anxieties, welcome visitors back safely when the community is ready and help kick start a “support local” movement amongst those who call the Adirondack Coast home.
While this time has caused several challenges:
- Visitors’ fear of travel
- Residents fear of going out in public and welcoming visitors to their community
- Temporary Closure of the US-Canada Border
- Uncertainty in state funding for 2020 & 2021
- Potential business closure
- Questions around hosting large scale events
It has also created several opportunities:
- Reimagining tourism marketing & offerings
- Looking at new drive in markets
- Strengthening the “Buy Local, Support Local” Movement
- Engaging with potential travelers in new and fascinating ways
- Looking at new cooperative ways to work with regional Tourism Promotion Agencies (TPA’s) to help present a unified, regional message and leverage limited dollars
This is why we have adjusted our marketing plan to include a “phased reopening” process. Just as NYS has done, we will look to each phase to re-introduce the Adirondack Coast to their audience (old and new) and community when the time is right.
The phases include:
- Phase 1: Moments and Memories: Reminiscing about the Adirondack Coast
- Phase 2: Be a Tourist in your Town: The Ultimate Staycation
- Phase 3: Welcoming our Neighbors to the North! & Fishing Lake Champlain!
- Phase 4: Open for Business: Embracing Travel
- Plattsburgh International Airport
PHASE 1: Moments and Memories: Reminiscing about the Adirondack Coast
PHASE 2: Be a Tourist in your Town: The Ultimate Staycation
Phase 3: Welcoming our Neighbors to the North! & Fishing Lake Champlain!
PHASE 4: Open for Business: Embracing Travel
Plattsburgh International Airport
Here is where PBG fits into each phase:
- Phase 2: We will remind our local residents that we have an airport in their backyard that can take them to great and safe destinations.
- Phase 3: We will incorporate messaging to our Canadian audience that PBG is still here and ready to serve them. We will incorporate messaging that will make them feel safe, but also reconnect them with our area and airport. Remember we are Montreal’s US Airport.
- Phase 4: We will bring back marketing efforts in the DC market to start showcasing the Adirondacks as a vacation destination and that PBG can bring them here.
- The ACVB will only roll out each phase as it makes sense from guidance put forth by New York State, CDC and local officials.
- The ACVB wants to be smart with spending. We will only begin to spend money and rollout campaigns when we anticipate the strongest ROI. We want to ensure that we are using our past knowledge and expertise to help bring the Adirondack Coast back to the thriving destination that it has been.
- The ACVB will also monitor the community's comfort level as we develop each step. The last thing we want to do is cause stress within the community.
- The ACVB will exhibit patience and work with a fluid timeline to adhere to all the needs listed above.
- The ACVB will continue to update and communicate with stakeholders throughout the year, and pivot efforts when needed.