April, 20 2010

LAKE PLACID, ADIRONDACKS, USA - The Regional Office of Sustainable Tourism/Lake Placid CVB's visitor research shows that there is a disconnect between Lake Placid and the Adirondacks in the minds of some Canadians, and an opportunity to change their perspectives.

As the accredited destination marketing organization (DMO) for Lake Placid and Essex County, the Regional Office of Sustainable Tourism continues to target the important Montreal, Ottawa and Toronto markets via traditional advertising, electronic media and public relations - all based on return on investment trends and visitor research.  

According to a Canadian Press article printed in the April 7, 2010 Press Republican, a recent poll suggests that nearly a third of Canadians are more likely to head south of the border to travel or shop because of the soaring Loonie, and that adults under the age of 35 are almost twice as likely to be lured by the currency's strength than those over 50 - even in this challenging economy.  
 
"The Canadian poll echoes the results of our data," said James McKenna, Regional Office of Sustainable Tourism CEO. "In 2006, Baby Boomers represented 54 percent of our visitors and the younger Generation X represented 40 percent.  Those numbers in 2009 shifted to 46% percent Boomers and 48 percent Generation X and younger.  This shows that our visitor demographics are skewing younger, and that there is an increased opportunity for us to attract Canadian travelers."*

The visitor research reveals another interesting trend: Lake Placid ranks high for providing the outdoor attributes that make it an attractive destination. However, the Canadians surveyed did not fully associate Lake Placid with the Adirondacks - and a higher percentage cited the Adirondacks as a destination they'd like to visit. 

As part of the DMO's targeted public relations efforts in the Canadian market, Kimberly Rielly, director of communications, conducted a presentation for a group of more than 20 Quebec media at a recent reception.  The presentation included highlights from the Lake Champlain, Schroon Lake and Whiteface regions, and the new Invent your Own Perfect Day in Lake Placid brand concept.  "Our task is to raise awareness of the leisure travel opportunities available in our part of the region - and tie our destinations' names to the Adirondacks," said Rielly.  "This was a great event. The attendees represented a variety of newsprint, TV, and lifestyle magazines, and some of them had already started to invent their own perfect menu of Adirondack activities on paper before they left."

The event was attended by a number of freelance writers, and representatives from La Presse, Espaces, Golf, TVA, Le Devoir, Radio-Canada, Velo Quebec, Le Lundi, Clin d'Oell, Geo Plein Air, Carnet de Ski, and more.

For more information, contact Kimberly Rielly at 518.627.6559 or kim@lakeplacid.com.
 
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The Regional Office of Sustainable Tourism/Lake Placid CVB is the accredited destination marketing organization responsible for promoting the Schroon Lake, Lake Champlain, Whiteface, Saranac Lake and Lake Placid regions to the traveling public via traditional advertising, public relations, and by harnessing the power of electronic media. They operate a main office in Lake Placid and one in Crown Point. lakeplacid.com

*statistically significant respondent samples from total marketing leads.

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