From Local Trails to National Travel Coverage
Summary
What began as a regional visibility challenge became a story worth chasing—on foot, on the page, in a glass of wine you didn’t see coming. With the FLRTC, we built moments that moved: two press trips, one rooftop vineyard takeover in Brooklyn, and coverage from Forbes, National Geographic, Lonely Planet, and more. Less campaign, more wake-up call to a region you won’t want to miss.
Client
Finger Lakes Regional Tourism Council
Scope
Brand Identity
Campaign Title
PR Campaign
Results
26
earned stories
1B+
total readership
1K+
organic social shares
40+
writers engaged
1
unforgettable rooftop press event
Press Trips with a Point of View:
We curated two multi-day itineraries that moved with intention and aligned with the region’s outdoor and sustainability focus. National Geographic, Forbes, Essence, Wine Enthusiast, USA Today 10Best, Lonely Planet, and more joined us across communities like Skaneateles, Seneca Falls, Rochester, and Watkins Glen—meeting the makers, tasting the trails, and leaving with stories no algorithm could have written.
The Region in a Glass (and on a Rooftop):
In October 2024, the Finger Lakes showed up in Brooklyn—and they didn’t whisper. They poured. The media event brought together over 20 journalists and 16 community partners for an interactive, choose-your-own-adventure experience that mixed local wine with immersive storytelling. From sustainably sourced snacks and foraging demos to mindfulness meditations led by regional experts, the night wasn’t about selling a destination—it was about feeling one.
Showing Up Where It Matters
The work didn’t stop at the region’s edge. We partnered with the FLRTC to show up where travel stories start—at the conferences and mixers shaping the narrative. Between IMM 2024 and 2025, we met with 45+ national media outlets, from the Washington Post to Smithsonian. We also brought FLRTC to the Outdoor Media Summit and hosted events alongside ILNY and the Black Travel Alliance, engaging dozens more journalists and storytellers.
