Consultant: Finger Lakes Wine Country advertising campaign well worth the investment

CORNING -- A recent marketing campaign by Finger Lakes Wine Country was highly successful, according to a consultant who recommends staying the course in 2011.

Michael Erdman, senior vice president of Toronto-based Longwoods International, reported to representatives of Finger Lakes Wine Country and other local tourism organizations Tuesday on the effectiveness of the 2010 campaign, especially compared to a similar effort in 2008.

The annual advertising campaign focused on four regional markets -- northern New Jersey, Wilkes-Barre/Scranton, Buffalo and Rochester.

The results of that ad campaign were impressive, Erdman said during a presentation at the Corning Radisson Inn.

"You had $40 in visitor spending per advertising dollar. The 2010 ROI (return on investment) was more than double 2008," Erdman said. "There was a strong correlation between ad frequency and trip intent.

"You had an ROI of $3.52 in (sales) tax dollars per marketing dollar spent," he said. "The fact that you got a three-and-a-half-times return is remarkable, especially in a recessionary time."

Erdman recommended that Finger Lakes Wine Country make similar advertising investments and focus on the same markets this year.

The report indicated visitors responding to the ad campaign spent about $33 million in 2010, compared to $12.5 million in 2008, Erdman said.

The agency made some changes following the 2008 study, and those adjustments obviously paid off, said Morgen McLaughlin, president of Finger Lakes Wine Country.

"We were affected by high gas prices and were encouraged to go after the low-hanging fruit. We looked at the markets we were in and gave up Harrisburg and added Buffalo," McLaughlin said. "We started the campaign earlier (April rather than May). Visitors are making final plans closer to travel dates, but it's important to get our information out there earlier."