ADIRONDACK

ADVENTURER

PROPOSAL BY
ADIRONDACK
TRAVEL INC.
EDITED BY:
MARY CLARE BOYLE

APRIL 2021
 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

HISTORY

The Adirondack Travel Inc. was founded in February 2021.

Our company was born out of the desire to bring young
people back to the Adirondacks. We are dedicated to
raising awareness of all the region has to offer.

OUR TEAM

Jack Kelleher is a local to the region and has been visiting the area his whole life. Jack
Fitzgerald is a public relations expert, with several years of field work under his belt.
Maggie Schumacher is our communications liaison. Mary Clare Boyle is our content creator
and being originally from Philadelphia, she offers an outside perspective.

Our staff is experienced and passionate. We commit fully to our clients and it is very
important to us that their expectations of us are exceeded. All of our work is thoroughly
planned out and researched. We pride ourselves on our ability to work, hands on, with our
clients and make their visions come to life. We, as communicators, understand the
importance of being precise with your message and image.

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 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

ADIRONDACKS SITUATION
ANALYSIS

The Adirondack region offers many activities that gives any tourist the opportunity to have
a memorable experience. Lake George is the Queens of American Lakes and the gateway to
the Adirondacks, which is one of the best geological locations one can travel to. In the
upcoming months, we anticipate that people are going to visit an area that has a focus on
responsible travel. The Adirondacks are made up of twelve regions with each offering its
own attractions and scenery to satisfy the different and always changing clientele taste.

Tourists
One of our strengths is the region attracts a lot of tourists each year. With so much to offer,
we believe that tourists have to book an extended trip to the Adirondacks to fully
experience what it has to offer. We also are confident that they will want to return. The
Adirondacks is the type of place you take a trip to annually, instead of somewhere you visit
once and then never again. The Adirondack region is responsible for roughly $240 million in
tourism (Bradley, 2021). The local economy is driven more by tourism than any other region
in the state (Adirondack Daily Enterprise, 2019). However, tourism is extremely important
to the state as a whole, it is the third largest employer and supports 957,800 jobs annually (I
Love NY, 2019). In addition to being economically important, tourism is a part of the culture
in the Adirondacks. A majority of people visiting the region are like-minded. They are
environmentalists, outdoor enthusiasts, winter activity fans, hikers, etc. Governor Andrew
Cuomo is working to continue to develop the region to attract more travelers. As the region
continues to grow and develop there will be even more to offer to potential visitors.

2 Adirondack Travel Inc.|Adirondack Adventurer

 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

ADIRONDACKS SITUATION
ANALYSIS

The COVID-19 Pandemic

With summer and warmer weather approaching, and nearing the tail end of the COVID-19
pandemic, we anticipate people are eager to get back out into the world. This past year has
affected tourism and travel all over the world. As a result, we have made a commitment to
following COVID-19 protocols, while still providing the opportunity for travelers to create
memorable adventures. The sheer amount of outdoor, COVID safe activities the region has
to offer is a strength. These include hiking, exploring state parks, fishing, skiing, and more.
This is vital as a study, done by the Regional Office of Sustainable Tourism, indicated that
the key attractions for more than 50% of visitors to the region are outdoor activities which
the Adirondacks has plenty. Our agency is fully dedicated to informing travelers about
experiences that they can enjoy in the region without worry about pandemic restrictions
impacting their trip, as well of fear of the risks for infection themselves and the community.

College Student Burnout

College students across the country have experiences a significant increase in stress and
anxiety directed related to the pandemic and the effects it has had on learning, social lives,
and mental health. A survey conducted by Actives Minds, found 89% of college students are
currently feeling stress and/or anxiety. This is about a 20% increase from a similar survey
from two years prior. Other stark statistics include: 75% saying their mental health
worsened and 56% of students say their daily physical activity has decreased as another
result of the pandemic. The current spring semester, a majority of colleges and universities
made the decision to not have spring and/or Easter breaks, which resulted in a condensed,
straight 14 week semester. As a result, college students are massively burnt out and
mentally exhausted. The kind of expectations their professors and administrators have
placed on them has completely drained them of energy and motivation. We hope with the
semester coming to an end that they will be looking for places to go to take the break they
never got but so desperately deserve.

3 Adirondack Travel Inc.|Adirondack Adventurer

 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

ADIRONDACK ADVENTURER

Our campaign is going to be known as “Adirondack Adventurer”. We believe that this

encapsulates the feelings of travelers in the 18-25 age range and the type of memorable
experience they are searching for. Our campaign is focused on college students getting out
into nature and taking the break they never got during the semester. The Adirondacks
offers such a wide range of activities that there is something for everyone. We will also
provide travelers with information regarding COVID in the region and include updates that
show the region is a great place to travel while remaining safe.

Through our campaign, we plan to attract new and repeat visitors to the Adirondack Region
by specifically targeting travelers in the 18-25 age range. Our messaging is going to consist
of informational material designed to inform travelers about the adventures Adirondacks
has to offer. We are also going to focus on the outdoor and group experiences that younger
travelers are searching for. Our research found that 58% of our target audience prefers to
travel with friends (Graft, 2021).We are going to convey the fact that the Adirondacks are a
great destination to visit during the pandemic, as it is safe and travelers can maintain peace
of mind knowing that the places they go and experiences they partake in involve little to no
risk. We are going to position the Adirondacks as an experience that allows travelers to
connect with nature and relax by removing themselves from their fast paced busy everyday
lives, specifically the stress-inducing semester they are finishing. This proposal presents our
vision and focus for our campaign to bring more travelers to the Adirondack Region. We
are going to facilitate this awareness through promoting the region's responsible travel
practices along with it being a safe destination to explore throughout the pandemic. We
intend to increase visibility and exposure to the region through our relationships with
bloggers and influencers.

We understand travelers in the 18-25 year age range and what type of trips they plan to
take, and we understand that our region will not only meet their expectations and
requirements, but exceed them in many areas.

4 Adirondack Travel Inc.|Adirondack Adventurer

 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

ADIRONDACK ADVENTURER

To ensure a successful campaign, we will have an aggressive influencer marketing effort.

With our target audience, influencers have been proven to show astounding engagement.
We will reach out to popular creators on Instagram and TikTok, as they are the most
popular apps when it comes to travel and adventure content. Micro-influencers would be
the ideal option here because a smaller following usually translates to higher engagement
rates, which is what we are aiming for. We will also be creating our own content on our
social medias with the #AdirondackAdventurer. We will be doing polls to better understand
our audience. We will call for our followers to make content themselves, such as a friend
group photo on a hike, and feature it on our page.

We believe the Adirondack Adventurer campaign will be a successful one because of the
desperate need for a break with college age students during the COVID-19 pandemic. We
believe this campaign will be specifically successful in the upcoming summer because our
audience will be eager to get outside and try a new change of pace. It has been a difficult
year and we believe people are now simply looking for some excitement. This campaign will
allow our target audience to learn about safe ways to do so. The Adirondack Adventurer
Campaign will be a successful one because of our target audience, as well as current world
climate, specific strategy. Our call to action would be simply encouraging these young
people to visit the Adirondacks and discover new, COVID-safe recreational activities. We
will make it easy for our target audience to take action by offering them specific
recommendations and outlining the best region for them to visit for their recreational
needs and abilities. Outdoor recreation is becoming increasingly popular and it is important
for people to know that it can be more accessible than they might think.

Next Steps:
- write a press release for the updated travel restrictions in New York State
- create a fact sheet for the various things to do in the region
- pitch a story for our campaign to a local journalist
- create content for our social media and make plans to partner with influencers

5 Adirondack Travel Inc.|Adirondack Adventurer

 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

WHY US?

we at Adirondack Travel Inc. are very passionate about what we do. We always do
extensive research before a project. We meet with our clients as often as they want us to so
that they feel comfortable we are on track with accomplishing their goals.

We are members of our target audience for this campaign and therefore can emphasize
with the burnout. We know how to reach them and just how desperately they need this
break. Some of our team members even live in the region and are intimately aware with
what it has to offer.

If you wish to work with us and move forward, our team will create a contract and an
outline for how we will spend our time. We thank you for the opportunity and for taking the
time to read and consider our proposal. If you have any questions, please feel free to reach
out. We would be more than happy to set up a meeting.

Sincerely,
Mary Clare Boyle mb05580@sjfc.edu
Maggie Schumacher mas05810@sjfc.edu
Jack Kelleher jbk01 836@sjfc.edu
Jack Fitzgerald jnf03498@sjfc.edu

5 Adirondack Travel Inc.|Adirondack Adventurer

 April 2021 ADIRONDACK
Prepared by:
Mary Clare Boyle
TRAVEL INC.

WORKS CITED

Bradley, P. (n.d.). Updated Adirondack tourism study released. Retrieved March 08, 2021,
from https://www.wamc.org/post/updated-adirondack-tourism-study-released
Graft, A. (2020, October 11). Travel and tourism statistics: The ultimate collection.
Retrieved March 08, 2021, from https://blog.accessdevelopment.com/tourism-and-travel-
statistics-the-ultimate-collection
I Love NY. “GOVERNOR CUOMO ANNOUNCES SUCCESS OF FIRST-EVER I LOVE NY
ADIRONDACK OKTOBERFEST.” New York State Tourism Industry Association, 8 Oct.
2019, www.nystia.org/news/governor-cuomo-announces-success-of-first-ever-i-love-ny-
adirondack-oktoberfest.
Report: Adirondack tourist spending up. Report: Adirondack tourist spending up | News,
Sports, Jobs - Adirondack Daily Enterprise.
https://www.adirondackdailyenterprise.com/news/local-news/2019/09/report-
adirondack-tourist-spending-up/.
“Active Minds' Student Mental Health Survey.” Active Minds, 8 Oct. 2020,
www.activeminds.org/active-minds-student-mental-health-survey/.
“Leisure Travel Study: Essex, Franklin, and Hamilton County Region .” ROOST, Regional
Office of Sustainable Tourism , Oct. 2020, www.roostadk.com/wp-
content/uploads/2020/11/2019-Leisure-Travel-Study-Regional-FINAL.pdf
“The Impact of Sports On The Travel Industry .” U.S. Travel Association ,
www.ustravel.org/system/files/media_root/document/2019_Sports-Travel_07.11.19.pdf.

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