Whiteface Region Establishes “Get Close” Campaign

30 Mar Whiteface Region Establishes “Get Close” Campaign

LAKE PLACID, NY (March 30, 2022) – The Regional Office of Sustainable Tourism has developed updated branded materials for the Whiteface region. Community organizations and businesses are being encouraged to include these updated materials and “Get Close” messaging when promoting their business to visitors and local community residents.

The goal of the “Get Close” campaign, accompanied by a small suite of branded materials, is to reinforce that the Whiteface region is a distinct destination within the Adirondack Park. The Whiteface region comprises the communities of Wilmington, Jay, Upper Jay and Au Sable Forks. Businesses in these communities can use the brand mark, messaging and suite of branded materials to emphasize their location within this unique region.

The updated brand was created by ROOST, supported by a brand advisory committee comprising local business owners, elected officials and a number of community organizations. ROOST and its partners conducted a survey in 2021 to learn more about visitors’ and residents’ perceptions of the region. The survey was completed by 3,400 Whiteface region visitors, travelers to other Adirondack regions, local residents, and business owners.

Results of the survey supported the Whiteface region’s “Get Close” theme, and underscored the region’s proximity to outdoor activities including hiking, fly fishing, skiing, and mountain biking. The survey results emphasized the importance of sharing information about the area’s rugged wilderness with travelers who appreciate the opportunity to unplug and disconnect from their electronic devices, while improving the personal connection with their friends and family members.

According to Michelle Preston, operations manager of the Whiteface Visitors Bureau, the survey revealed that there was a more limited awareness of local arts and cultural events, agritourism and local history within the Whiteface region. “The survey results highlighted that there is a great opportunity to share information about the availability of those unique experiences, local events and cultural-based opportunities with visitors to our region,” she said.

The Whiteface region website has been updated to include the new color palette and imagery, along with the logo. ROOST is also producing a new visitor’s guide for distribution this summer and a new Whiteface region website, with an anticipated launch in late 2022. There are new collateral pieces available for visitors, including postcards that can be sent to friends, stickers, and window clings for local businesses. 

Whiteface region businesses and organizations are encouraged to visit the Whiteface Visitors Center to pick up these materials. The Whiteface region brand files, as well as a complete description of the brand concept and guidelines, including approved usage of the brand elements, are outlined in a guide that is available for reference.

Whiteface region survey results are available here.

The Regional Office of Sustainable Tourism is the destination marketing and management organization for Essex and Hamilton counties, along with the communities of Saranac Lake and Tupper Lake, all located within the Adirondack Park. 


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