Finger Lakes Wine Country Tourism Marketing Association

In 2023, the organization implemented a multifaceted integrated Marketing program aimed at increasing awareness of the Finger Lakes Wine Country brand. One of the cornerstones of the organization's program of work is media relations. The organization hosted six journalists and influencers in 2023 with the goal of content being created about their visit to the region and published in travel and lifestyle publications and digital outlets, including the journalists' social media platforms.

The organization administered a targeted media buy to build awareness of the Finger Lakes Wine Country brand in 2023. The campaign ran april through december in the target markets of philadelphia, harrisburg, and buffalo. The goal of the campaign was to drive traffic to the Finger Lakes Wine Country website (www.fingerlakeswinecountry.com). Cumulative across all channels, the campaign generated 18 million impressions and 120,440 total engagements. Website traffic in 2023 was 352,655 total sessions, a slight decrease compared to 2022. The organization added 659 double opt-in subscribers to their consumer email database. Of all the email campaigns sent, the average open rate was 37%, with a 3% click through rate.

The brand's social media channels saw continued growth in 2023. The Finger Lakes Wine Country facebook audience increased 1% to 79.4k likes; instagram saw the largest growth for the brand in 2023, with a 16% increase to 19.4k followers. Finger Lakes Wine Country launched a tiktok channel in october 2022 and in the first full calendar year on the digital platform, the brand had over 212k views to their tiktok content and gained over 1.3k followers.