New York’s Finger Lakes area is a pure wonderland, with rolling hills and deep lakes carved by prehistoric glaciers. Whereas these peaks and valleys are regionally beloved, they have been as soon as little identified to outsiders. However the area is steadily incomes a spot on the traveler’s map. Amid the local weather disaster, the Finger Lakes area is taken into account by some to be a local weather sanctuary—a spot the place you may journey outside throughout all 4 seasons and luxuriate in contemporary meals grown on the area’s fertile soil.
As visitation to this area will increase, the Finger Lakes Regional Tourism Council (FLRTC) enlisted the assistance of GLP Movies to reposition their model throughout the sustainable tourism area. Between 2023 and 2025, GLP led the event and execution of the FLRTC’s Out of doors Experiences marketing campaign. On June 25, 2025 we launched one of many marketing campaign’s main deliverables: a set of seven authentic movies designed to highlight totally different sectors of regional tourism.
What set this marketing campaign aside was the method behind it—a deep funding in sustainability and stewardship. GLP engaged with greater than 100 native stakeholders to grasp what stewardship means to them—inside their landscapes, their livelihoods, and their communities. Because the marketing campaign attracts to an in depth, we wished to make sure we gave again in a significant means.
A Native Raise for the Finger Lakes
As a result of locals create the life and character of a vacation spot, we incorporate what we name a “Native Raise” into a lot of our campaigns. Native Raise is constructed round a easy however highly effective thought: the communities that form a vacation spot ought to profit immediately from the way in which it’s shared with the world.
That always means accompanying a trickle-down promotional mannequin with one the place native companies obtain ready-to-use content material to raise their very own outreach. Within the Finger Lakes, a choice of the library of photograph and video belongings we produced for FLRTC was made freely out there to native stakeholders, giving them a strong new toolkit to inform their tales and promote accountable tourism.
Educating Stakeholders, Strengthening Neighborhood
On June 25, GLP Movies hosted a Native Raise workshop for regional tourism stakeholders. Held simply previous to the general public marketing campaign launch (introduced by GLP, FLRTC, New York State Parks, and the Erie Canalway Heritage Hall), the occasion served as each a coaching session and a rallying level for stakeholders throughout the 14 counties concerned.
Contributors acquired hands-on steerage on advertising and marketing methods, values-based storytelling, and the combination of Go away No Hint ideas into their communications. Greater than sharing instruments, the workshop gave tourism leaders a central place to attach of their extensive area, creating area to construct a shared imaginative and prescient for accountable tourism within the Finger Lakes.
A Landmark Partnership with Go away No Hint
A key final result of this venture was GLP’s facilitation of a regional partnership between FLRTC and Go away No Hint. Go away No Hint is a global chief in outside ethics, devoted to educating and galvanizing folks to benefit from the outside responsibly. What started as a sustainability dialog shortly developed right into a full-scale dedication: FLRTC and all 14 member county DMOs joined as official Go away No Hint Neighborhood Companions.
The consequence? A contiguous area spanning over 5 million acres—now the biggest linked multi-county Go away No Hint Neighborhood Partnership in the USA.
This partnership brings consistency and credibility to the area’s stewardship messaging. Science-backed and well known messaging empowers every county to advertise accountable recreation whereas contributing to a unified ethos that transcends municipal borders. Importantly, the partnership is not only symbolic—it comes with sensible coaching, assist, and assets to assist native leaders implement Go away No Hint ideas on the bottom.
Recognizing Native Voices and Contributions
True to the spirit of Native Raise, the marketing campaign additionally made a degree of honoring the people and companies that participated. On the brand new FLRTC Out of doors Expertise touchdown web page developed in partnership with Madden Media, every contributing accomplice is acknowledged by title and listed alongside the video content material created in the course of the marketing campaign.
This public recognition isn’t only a thank-you—it’s a means of rooting the marketing campaign in authenticity. It reminds viewers and guests that the area’s magnificence is supported by actual folks—a lot of whom have been stewarding these landscapes for generations—who care deeply about their land, their neighbors, and the way forward for tourism of their communities.
Launching for Lengthy-Time period Influence
With the content material manufacturing and stakeholder engagement phases full, the marketing campaign is now coming into its subsequent chapter: digital launch. EverMore Advertising and marketing Options will lead promotion throughout digital platforms, bringing the Finger Lakes to a broader viewers. By main with regionally sourced tales that replicate FLRTC’s values, the marketing campaign goals to draw aware vacationers—individuals who will maintain these pristine landscapes the way in which they discovered them.
A Blueprint for Regional Stewardship
At a time when many locations are struggling to stability tourism development with environmental preservation, the Finger Lakes affords hope—and a roadmap. Neighboring tourism locations usually see one another as opponents. However when these communities come collectively beneath a regional umbrella, they’ll accomplish far more. Unity not solely affords better advertising and marketing energy, however extra importantly, it creates the alignment wanted for true stewardship. Our lands and waterways are interconnected, so it’s important that guests obtain constant messaging and schooling throughout a area.
Regional campaigns unite stakeholders—bringing them into the identical room, bodily or just about. They spark shared imaginative and prescient and shared duty. And by combining regional coordination with community-centered storytelling and actionable sustainability partnerships, significant change just isn’t solely attainable, however scalable.
About GLP Movies
GLP Movies (GLP), is an award-winning, full-service content material advertising and marketing company devoted to sustainable tourism. As trusted companions with over 15 years of trade expertise, we work with mission-based manufacturers and locations to strategically craft impactful storytelling and advertising and marketing campaigns that encourage vacationers, have interaction commerce, and drive constructive change. Our tales are crafted to assist our purchasers attain their targets centered round stewardship, sustainability, conservation, and nature-based local weather options.
Not too long ago voted the Regenerative Storyteller of the 12 months (2023) by Regenerative Journey, and the #1 Storytelling Company by Newsweek Journal, our workforce thrives on serving to locations succeed as sustainability leaders and pioneers on this thrilling new journey period.
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