Effective marketing shows great affect on Essex County tourism

By Steve on

Internet sites trump, by far, traditional media advertising in attracting visitors to Essex County.

That’s the conclusion of the Essex County Leisure Travel Study just released by the Lake Placid-based Regional Office of Sustainable Tourism (ROOST).

“We’ve done it for 10 years,” ROOST President James McKenna said of the study. “We have a third party come in and do an evaluation.”

In this case, the third party is PlaceMaking of Plattsburgh, the firm that’s done the study for the past two years.

The results are used to determine how ROOST spends the money it gets from Essex County’s 3 percent occupancy tax, which was $1.69 million in 2012.

McKenna said they had 101,998 new contacts in 2012, the year covered by the study.

“We call those trackable leads,” he said. “We can only respond to the names we have. The Company (PlaceMaking) picks 30 percent and contacts them.

“We got over 4,000 responses, and they compiled the results.”

Read the full story at: Press Republican

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