© GLP Films

GLP Films Partners With New York’s Finger Lakes Region on New Sustainability Rebrand

11 March 2024

GLP Films (GLP), an award-winning content marketing agency helping destinations and brands to become sustainability leaders, was chosen by the Finger Lakes Regional Tourism Council (FLRTC) to create the “Finger Lakes Outdoor Experience,” a comprehensive new global marketing campaign repositioning the Finger Lakes Region in New York State as a premiere outdoor and sustainable tourism destination.

GLP was selected for this two-year rebrand and content marketing campaign due to their award-winning sustainability storytelling, strategic communication, and global expertise on major tourism trends including sustainability, regenerative, stewardship, accessibility, agritourism, and community-based tourism. 

Key campaign goals include attracting responsible travelers, showcasing all-season experiences, promoting slow travel, highlighting accessibility, region dispersal, and encouraging repeat visitation. Most importantly, GLP will showcase how a sustainability-driven campaign strategy will benefit all stakeholders including local communities, the private sector, and county governments, while also producing unparalleled traveler experiences. 

Located in upstate New York in the Northeast USA, the Finger Lakes Region comprises fourteen counties featuring beautiful landscapes, waterfalls and gorges, rolling hills, and miles of spectacular shoreline around 11 glacial lakes and one Great Lake. The region naturally provides a diverse mix of unique outdoor experiences, including nature, hiking, biking, paddling, fishing, Indigenous culture, agritourism, wine, food, craft beverages, and more. 

“As we celebrate our 15th Anniversary, it is very rewarding to be selected for this important and influential sustainability rebrand'' says Rob Holmes, Founder and Chief Strategist of GLP. “Because of our team’s personal connections to the Finger Lakes, it is a region that’s very near and dear to our hearts. So it’s truly a privilege to tell their amazing story, reposition the region, and share its unique beauty and travel experiences with responsible travelers around the globe.”

“GLP creates impactful and strategic videos, centered by local voices and experiences,” says Karen Kuhl, Executive Director of Cayuga County Office of Tourism. “The FLRTC and I look forward to working with GLP and watching the campaign creation unfold. No doubt will their work connect with responsible travelers to inspire all-season, slow travel to the region.” 

For more information on the Finger Lakes Region, please visit https://www.fingerlakestravelny.com/.

About GLP Films
GLP Films (GLP) is an award-winning, full-service content marketing agency dedicated to sustainability, helping top-tier global brands reposition and become market leaders. As trusted partners with over 15 years of experience, GLP works with mission-based brands and destinations to strategically craft impactful storytelling and strategic marketing campaigns that inspire travelers, engage trade, and drive positive change. For more information, please visit their website at www.glpfilms.com. Want to inspire, create change, and embrace sustainability through storytelling? Send us a note at [email protected].

About Finger Lakes Regional Tourism Council (FLRTC)
In January 2014, the 14 Official County Tourism Promotion Agencies (TPA) - as designated by their county government - of the Finger Lakes Vacation Region formed a 501(c)(3) organization known as the Finger Lakes Regional Tourism Council (FLRTC). The FLRTC Board includes representation from all 14 TPAs and counties: Cayuga, Chemung, Cortland, Livingston, Monroe, Onondaga, Ontario, Schuyler, Seneca, Steuben, Tioga, Tompkins, Wayne, and Yates. More information can be found on the FLRTC at https://www.fingerlakestravelny.com/

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