User-Generated Content Drives Story Telling Campaign for Tourism

Creating a Digital Campfire, One Adirondack Tale at a Time

Business Challenge

As the official tourism resource for New York’s Adirondack Region, the Adirondack Regional Tourism Council (ARTC) is charged with driving visitation to the region through dynamic, multimedia-rich, integrated marketing and public relations strategies, including robust social media channels with quality content. More specifically, we were tasked with building a community of brand advocates, and leveraging user-generated content to further engage potential travelers with dynamic and inspiring messages about the Adirondack travel experience.

Solution/Implementation

Our team turned classic campfire story telling into a digital experience with VisitAdirondacks.com/area-adk. This hub serves as a digital campfire providing an intersection of owned media, like Facebook, Instagram and Youtube, with user-generated content. It’s a place for travelers to share personal experiences and perspectives of the Adirondacks through words, images and video. Area ADK allows website visitors to drop into other lives for a moment, the digital version of reading a travel diary left behind by the previous guest. People are encouraged to share these stories, and their own, using #VisitAdks on Instagram, Facebook and YouTube.

Adirondack Regional Tourism Council

active outdoor recreation
destination marketing
travel attractions

Adworkshop has been our agency of record for over 25 years. They are more than our marketing partners, they are our friends. With a commitment to excellence, and a desire to improve the results of each successive marketing campaign, the Adworkshop team delivers results that consistently exceed our expectations.

Ron Ofner

Executive Director, ARTC

About Adworkshop

Adworkshop is an employee-owned integrated marketing agency providing strategic consulting and creative marketing solutions that help clients solve their evolving business challenges. Rooted in destination marketing from the 1980 Winter Olympic Games, Adworkshop has grown into an agency of 30+ talented employees whose expertise across marketing disciplines leads to innovative strategies and measurable results for destination marketing organizations, tourism businesses, active outdoor companies, educational institutions, health care companies, economic development agencies, and other businesses.