Weekend Wonders: An Award-Winning Tourism Campaign for St. Lawrence County
For many destinations, attracting tourists is a constant challenge, especially when competing with bigger names and larger budgets. St. Lawrence County, positioned as the Northern Gateway to New York State, faced this exact scenario. With a goal to boost tourism, the county needed a creative and effective strategy to capture the attention of a key international market: Canadian travelers.
In early 2024, St. Lawrence County partnered with BBG&G to launch a targeted digital marketing campaign designed to showcase the region’s year-round activities, unique lodging, and authentic charm.
Challenges and Objectives in a Competitive Market
The core challenge was clear: how to make St. Lawrence County stand out in a crowded international tourism landscape. Canadian travelers have countless options, and grabbing their attention requires more than just a standard marketing push. The campaign had to cut through the noise and inspire immediate interest, all while working within the constraints of a public-sector tourism budget.
To address this, we established two primary objectives:
A Data-Informed Strategy and Precise Implementation
To achieve these objectives, BBG&G developed a deeply customized, data-informed strategy. We recognized that "Canadian traveler" is not a monolithic identity. To resonate with diverse interests, we created a series of rich, themed weekend itineraries designed to appeal to different travel styles.
Themed Itineraries for Every Traveler
The cornerstone of our strategy was the creation of four distinct, traveler-focused themes:
- Family Fun
- Foodie Adventures
- Outdoor Exploration
- History Lovers
These itineraries were further tailored to the county’s three unique sub-regions: the St. Lawrence Seaway, the River Valley, and the Adirondack Foothills. This structure allowed prospective visitors to quickly find experiences that matched their interests, moving them from passive curiosity to active trip planning. A key tactic was linking all advertisements directly to these specific itineraries on VisitSTLC.com, creating a seamless user journey from ad to relevant content.
Multi-Channel Digital Advertising
To reach our target audience, we deployed an integrated digital marketing campaign across several channels, each serving a specific purpose:
Our targeting was layered and precise. We combined geo-targeting—focusing on key Canadian markets like Ottawa, Montreal, Kingston, and Cornwall—with behavioral and contextual targeting to reach users whose online habits indicated an interest in travel.
Remarkable Results and Industry Recognition
The campaign’s performance was nothing short of exceptional, with results that surpassed tourism industry benchmarks across the board.
This success did not go unnoticed. The campaign was honored with a New York State Tourism Industry Association (NYSTIA) Award for Excellence in Tourism Marketing, a testament to its strategic innovation and impactful results.
Key Lessons for Destination Marketing
This partnership provided several key insights that can inform future tourism marketing efforts:
A Model for Future Success
The "Weekend Wonders" campaign is a powerful example of how destination marketing organizations can achieve outsized results. By combining a data-driven strategy, audience-centered creative, and a strong agency partnership, St. Lawrence County successfully elevated its profile and attracted a new wave of international visitors.
The campaign's evergreen content framework, built around the themed itineraries, continues to provide long-term value, inspiring travel well beyond the initial campaign flight. It stands as a model for how lesser-known regions with rich, authentic experiences can effectively compete on a larger stage.
If you're ready to elevate your destination's visibility and unlock its full potential, contact us or schedule a consultation today to discover how we can craft a tailored strategy that delivers impactful results.
