New York’s Finger Lakes region is a natural wonderland, with rolling hills and deep lakes carved by prehistoric glaciers. While these peaks and valleys are locally loved, they were once little known to outsiders. But the region is gradually earning a spot on the traveler’s map. Amid the climate crisis, the Finger Lakes region is considered by some to be a climate sanctuary—a place where you can adventure outdoors across all four seasons and enjoy fresh food grown on the region's fertile soil.
As visitation to this region increases, the Finger Lakes Regional Tourism Council (FLRTC) enlisted the help of GLP Films to reposition their brand within the sustainable tourism space. Between 2023 and 2025, GLP led the development and execution of the FLRTC’s Outdoor Experiences campaign. On June 25, 2025 we launched one of the campaign’s major deliverables: a suite of seven original films designed to spotlight different sectors of regional tourism.
What set this campaign apart was the process behind it—a deep investment in sustainability and stewardship. GLP engaged with more than 100 local stakeholders to understand what stewardship means to them—within their landscapes, their livelihoods, and their communities. As the campaign draws to a close, we wanted to ensure we gave back in a meaningful way.
A Local Lift for the Finger Lakes
Because locals create the life and character of a destination, we incorporate what we call a “Local Lift” into many of our campaigns. Local Lift is built around a simple but powerful idea: the communities that shape a destination should benefit directly from the way it’s shared with the world.
That often means accompanying a trickle-down promotional model with one where local businesses receive ready-to-use content to elevate their own outreach. In the Finger Lakes, a selection of the library of photo and video assets we produced for FLRTC was made freely available to local stakeholders, giving them a powerful new toolkit to tell their stories and promote responsible tourism.
Educating Stakeholders, Strengthening Community
On June 25, GLP Films hosted a Local Lift workshop for regional tourism stakeholders. Held just prior to the public campaign launch (presented by GLP, FLRTC, New York State Parks, and the Erie Canalway Heritage Corridor), the event served as both a training session and a rallying point for stakeholders across the 14 counties involved.
Participants received hands-on guidance on marketing strategies, values-based storytelling, and the integration of Leave No Trace principles into their communications. More than sharing tools, the workshop gave tourism leaders a central place to connect in their wide region, creating space to build a shared vision for responsible tourism in the Finger Lakes.
A Landmark Partnership with Leave No Trace
A key outcome of this project was GLP’s facilitation of a regional partnership between FLRTC and Leave No Trace. Leave No Trace is an international leader in outdoor ethics, dedicated to educating and inspiring people to enjoy the outdoors responsibly. What began as a sustainability conversation quickly evolved into a full-scale commitment: FLRTC and all 14 member county DMOs joined as official Leave No Trace Community Partners.
The result? A contiguous region spanning over 5 million acres—now the largest connected multi-county Leave No Trace Community Partnership in the United States.
This partnership brings consistency and credibility to the region’s stewardship messaging. Science-backed and widely recognized messaging empowers each county to promote responsible recreation while contributing to a unified ethos that transcends municipal borders. Importantly, the partnership is not just symbolic—it comes with practical training, support, and resources to help local leaders implement Leave No Trace principles on the ground.
Recognizing Local Voices and Contributions
True to the spirit of Local Lift, the campaign also made a point of honoring the individuals and businesses that participated. On the new FLRTC Outdoor Experience landing page developed in partnership with Madden Media, each contributing partner is acknowledged by name and listed alongside the video content created during the campaign.
This public recognition isn’t just a thank-you—it’s a way of rooting the campaign in authenticity. It reminds viewers and visitors that the region’s beauty is supported by real people—many of whom have been stewarding these landscapes for generations—who care deeply about their land, their neighbors, and the future of tourism in their communities.
Launching for Long-Term Impact
With the content production and stakeholder engagement phases complete, the campaign is now entering its next chapter: virtual launch. EverMore Marketing Solutions will lead promotion across digital platforms, bringing the Finger Lakes to a broader audience. By leading with locally sourced stories that reflect FLRTC’s values, the campaign aims to attract mindful travelers—people who will keep these pristine landscapes the way they found them.
A Blueprint for Regional Stewardship
At a time when many destinations are struggling to balance tourism growth with environmental preservation, the Finger Lakes offers hope—and a roadmap. Neighboring tourism destinations often see each other as competitors. But when those communities come together under a regional umbrella, they can accomplish much more. Unity not only offers greater marketing power, but more importantly, it creates the alignment needed for true stewardship. Our lands and waterways are interconnected, so it’s essential that visitors receive consistent messaging and education across a region.
Regional campaigns unite stakeholders—bringing them into the same room, physically or virtually. They spark shared vision and shared responsibility. And by combining regional coordination with community-centered storytelling and actionable sustainability partnerships, meaningful change is not only possible, but scalable.
About GLP Films
GLP Films (GLP), is an award-winning, full-service content marketing agency dedicated to sustainable tourism. As trusted partners with over 15 years of industry experience, we work with mission-based brands and destinations to strategically craft impactful storytelling and marketing campaigns that inspire travelers, engage trade, and drive positive change. Our stories are crafted to help our clients reach their goals centered around stewardship, sustainability, conservation, and nature-based climate solutions.
Recently voted the Regenerative Storyteller of the Year (2023) by Regenerative Travel, and the #1 Storytelling Agency by Newsweek Magazine, our team thrives on helping destinations succeed as sustainability leaders and pioneers in this exciting new travel era.