Media Buying Services

Tourism media buying services and does not include marketing to meeting planners, convention organizers, or group sales audiences
- Media Strategy & Audience Development
• Develop an annual campaign-based paid media strategy and plan that aligns with the 2027 marketing priorities.
• Leverage consumer data, audience research, and travel behavior insights available to the agency to evaluate target markets, identify new leisure visitor audiences, and uncover seasonal and geographic growth
opportunities.
• Develop data-driven audience segmentation and targeting strategies that distinguish prospective new visitors from past visitors and residents.
• Recommend a full-funnel channel mix and explain how each channel contributes to first-time visitation and overnight travel.
• Recommend how to incorporate family attractions, makers and community stories, arts and culture, history, events, outdoor recreation, and the Adirondack Discovery Pass into a coordinated destination media
strategy.
• Use audience insights and campaign performance data to refine targeting, identify emerging opportunities, and recommend adjustments to media investments.
- Media Planning, Buying & Optimization
• Create campaign-level plans with objectives, target audiences, geography, timing, channels, budgets, creative assets required, KPIs, and landing-page recommendations.
• Negotiate, place, manage, and reconcile approved media; document rates, added value, makegoods, and credits.
• Monitor budget pacing and performance; propose and document county-approved reallocations.
• Recommend media formats and creative specifications for county-provided assets, including destination campaign materials and storytelling videos.
• Plan, execute, manage, and optimize paid search and paid social campaigns, where recommended and supported by the agency's services, using county-provided ad copy, images, videos, and other approved creative assets.