St. Lawrence County partnered with BBG&G to launch a targeted digital marketing campaign aimed at increasing tourism from Canadian markets. Focused on promoting the region’s year-round attractions, themed weekend itineraries, and unique lodging options, the campaign positioned the county as a convenient and compelling weekend getaway for travelers from Ottawa, Montreal, Kingston, and beyond. The integrated campaign drove meaningful traffic to VisitSTLC.com, boosting awareness, engagement, and conversions.
Marketing Strategy
Creative Development
Media Planning
Digital Advertising
Content Marketing
The Challenge
St. Lawrence County faced two significant challenges: cutting through the noise of a competitive international tourism market and achieving measurable results on a modest public-sector budget. With many Canadians unaware of the region’s diverse offerings, the campaign needed to deliver high impact while being both strategic and resource-efficient.
The Strategy
To maximize reach and resonance, BBG&G crafted a content-first strategy built around four themed weekend itineraries:
- Family Fun
- Outdoor Adventure
- History Lovers
- Foodie Fun
These itineraries were tailored to the region’s three sub-areas—St. Lawrence Seaway, River Valley, and Adirondack Foothills—and linked directly from digital ads, helping potential visitors quickly discover experiences that matched their interests.
Tactics
The campaign utilized a layered digital approach:
- Search Engine Marketing (SEM): Captured high-intent searchers planning trips to New York and the Northeast.
- Display & Video Ads: Showcased seasonal visuals, local charm, and curated experiences.
- Social Media Advertising: Drove engagement and traffic with Facebook and Instagram creative tailored to Canadian audiences.
- Advanced Targeting: Used geo-targeting, behavioral/contextual filters, keyword targeting, retargeting, and lookalike audiences to reach the right travelers.
Results
These results reflect a strong alignment between messaging and audience intent, confirming both creative resonance and media strategy effectiveness.
This campaign is a powerful example of how data-driven insights, creative storytelling, and collaborative execution can elevate a lesser-known region into a destination of choice—especially when targeting international audiences with high travel potential.
Awards
NYSTIA Tourism Excellence Awards
Excellence in Overall Tourism Marketing Winner
St. Lawrence County Chamber of Commerce Digital Marketing