Warren County Tourism

In October, 2004, the Tourism Committee of the Warren County Board of Supervisors selected Paul Kaza Associates over 10 other competing firms to handle its multi-million dollar account to bolster tourism in winter and shoulder seasons—and also to increase convention and meeting business. PKA was immediately pressed into service as it created the anchor brand positioning theme line and developed new creative for the Winter 2005 season.

Armed with research which indicated a high level of loyalty and repeat business, PKA was heavily challenged by the notion of extending Warren County’s traditionally strong summer business into the shoulder seasons represented by Spring and Fall—and also to boost its winter revenues.

Results

While the campaign has barely reached the starting gate, PKA expects an immediate increase in query levels and bookings. In a dramatic and early “big game,” in the meetings and conventions sector, PKA helped to secure an initial nod from the New York Volunteer Firefighters Association to move its annual convention—and the 17,000 attendees—to Lake George.

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