March, 31 2013

Lake Placid, Adirondacks USA - The Regional Sustainable Tourism Office of Promotion (ReSTOP) is pleased to announce the much-anticipated launch of the new brand for the Adirondack Park.

The brand's tagline, "4 Eva Wild" accompanies a new, fresh, hip logo, which will be displayed on destination websites, printed promotional materials - and in a groundbreaking marketing initiative - ON participating residents of the Adirondacks, as it will be provided in tattoo or branding form to all residents of the Park at no cost.

[img:4evawilds.jpg]

The Adirondack Park comprises 6 million acres (or 6 million American football fields) in the northeastern-most part of New York State. About the size of Vermont, but just to the West of it on a map, the Park was established in 1892. The Park is a mix of private and public land, and the latter is protected as "Forever Wild" in the New York State constitution.

The Adirondack Park is not a secret; the pristine water and rugged mountains of this unique wilderness has welcomed visitors interested in a vacation destination with outstanding outdoor recreational opportunities since the late 1800's.

But not everyone knows about it. Though it is only a 5 hour drive from the metropolitan New York area and 2 hours from Montreal, QC, the region seeks to increase its top-of-mind awareness in its key markets, both geographic and demographic, in today's competitive destination marketplace.

In addition to presenting a consistent, Park-wide message to the traveling public, the new Adirondack brand is a solution to two primary challenges. 

"First, this brand is specifically designed to target a younger demographic," said Tim McFennel, CEO of ReSTOP. The region, and its wilderness landscape has already proven to attract a younger market; McFennel's office is located in the village of Lake Placid, Adirondacks USA, known for being the film site for popular band One Direction's video, "Gotta Be You", which was released in 2011. "We know that the younger folks will embrace the hip, casual vernacular, '4 Eva Wild'," McFennel added.

"Second, as tourism is an economic engine for the benefit of the residents, we wanted to ensure that those who live in the Park saw a direct benefit from this program, too," added McFennel. "Now they will not only take advantage of visitor expenditures being added to the local economy, but residents will also showcase their support of the region by literally branding themselves, and really becoming a part of 'Team 4 Eva Wild'."

The temporary version of the brand tattoo will be available for purchase by visitors as well. "What young person doesn't want a tattoo supporting their favorite outdoor destination?" said Claude Rabideer, Mayor of Saranac Lake, the Adirondack village routinely reported as the coldest place in the upper hemisphere each winter. "This brand is as cool as our town."

[img:kelseywilds.jpg]

A comprehensive brand research process included the implementation of micro-targeted surveys to varied demographic groups throughout the US, and was finalized as a result of a grueling, in-depth focus group study conducted in the town of Livengood, Alaska.

"4 Eva Wild" logos will soon be available for download. For more information and to obtain either a temporary tattoo or schedule an Adirondack branding, contact the ReSTOP administration office by email at news@lakeplacid.com. For more information about the region, visit lakeplacid.com.

###

 

 

*The preceding story is fabricated in celebration of April Fools day, popular for the commission of good-humored practical jokes of varying sophistication.

 

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