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Launch of Scenic Byways 2006-2007 Marketing Project Saranac Lake, NY - The Adirondack North Country Association (ANCA) will launch its 2006-2007 Scenic Byway Marketing Project on November 16 from 9 AM – 12 Noon at the Adirondack Hotel in Long Lake, New York. The meeting will convene representatives from communities that are home to the 188-mile Adirondack Trail Scenic Byway spanning four counties from Malone to Fonda. The session will be the first in a series scheduled across the region and facilitated by Susan Fuller of Fuller Communications, of Malone, New York. The Adirondack Trail Scenic Byway will be the focus of the November 16 work session when ANCA will invite business owners, Chambers of Commerce, tourism representatives, civic groups, and local government officials to a presentation and discussion on branding, marketing techniques, resource interpretation, recent tourism trends, and the establishment of the Adirondack Trail Scenic Byway image. In this first phase of the project, community stakeholders from the Adirondack Trail byway communities along Routes 30 and 30/A in Franklin, Hamilton, Fulton and Montgomery Counties will participate in implementing marketing goals to promote their local and regional resources and attractions as identified in their earlier planning work completed in April 2005. ANCA has entered into contract with Susan Fuller to develop the marketing strategies, promotional materials, and web pages that will build consumer awareness of byway communities in the North Country and Tug Hill Regions along the Adirondack Trail and Olympic Scenic Byways. ANCA’s partnership with Ms. Fuller will benefit by her strong background in tourism related projects and community planning. For more than two decades Fuller has worked with communities and tourism related businesses to develop long-range comprehensive marketing strategies and targeted campaigns. As the first Deputy Commissioner for the Vermont Department of Tourism and Marketing she helped build brand recognition and traveler awareness to increase numbers of tourist visits and lengths of stay. Her role in programs related to agri-tourism, specialty foods, and "tours and detours" encouraged travelers to move off Vermont’s Interstates to visit communities, generating increased tourism revenues. As an independent business owner, Fuller’s clients have included B&Bs, restaurants, motels, and destinations. "We are pleased to have Susan Fuller join our efforts to help communities brand and market the Adirondack and Olympic Byways to ensure recognition by travelers and to present a quality touring experience." Terry Martino, ANCA Executive Director stated. "The marketing initiative will seek input from each byway community to ensure that all voices are heard," Sharon O"Brien, ANCA Scenic Byways Coordinator stated. "ANCA wants to build promotional web and print campaigns that employ the byway’s brand and intrinsic qualities to benefit communities." By promoting the people, places and products found in ten counties the project will generate interest in traveling the Adirondack Trail and Olympic Scenic Byways and in visiting communities along the way thus generating traveler spending in cities, village, and towns that depend on tourism dollars. Adirondack Trail stakeholders will meet at the Adirondack Hotel in Long Lake at 9:00 am on November 16th to learn about the benefits of the NYS byway program and how the Adirondack Trail Scenic Byway contributes to positive economic impacts. Attendees will gain insights into the benefits that byways bring for travelers, businesses, and communities and they will take away strategies on how to best use their Adirondack Trail byway community label to better connect with travelers. The project has been supported with funding from the NYSDOT’s Scenic Byway Program through the Federal Highway Administration and the Transportation Equity Act for the 21st Century. Please RSVP for the meeting by November 14, 2006. All interested parties are invited to contact Sharon O"Brien, ANCA’s Scenic Byway Coordinator to find out how to join the planning effort by calling 518-891-6200 or anca-obrien@northnet.org. The Adirondack North Country Association is committed to economically viable communities and a rural quality of life. For more information about ANCA, visit www.adirondack.org. |
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