CORNING, N.Y., Oct. 2, 2013 (GLOBE NEWSWIRE) -- Finger Lakes Wine Country Tourism Marketing Association (FLWCTMA) is pleased to announce its recent hire of Laury Ellen Poland as President. Within this role, Poland will be responsible for creation, coordination, administration, and implementation of all FLWCTMA programs and initiatives to promote economic development in Finger Lakes Wine Country, New York. A native of Rockville, MD, by way of Elizabethtown, PA, Poland began her employment at the Corning, New York-based tourism marketing association on September 30, 2013.
"Having just moved to Finger Lakes Wine Country, when the fall colors are outstanding and the weather spectacular, I can't help but marvel at what a gift I have been given to promote such a unique area," stated Poland. "I am rolling up my sleeves and just getting started, but I am thrilled to be here. From being a frequent visitor myself, I know how much the destination has to offer. I can't wait to spread the word!"
Before coming to the Finger Lakes, Poland was responsible for all advertising and promotions initiatives of the Pennsylvania Liquor Control Board's (PLCB) Bureau of Marketing Communications, Branding & Design. During this time, Poland developed a keen interest in the wine and spirits industry, completing significant coursework in wine education. In her professional role with the PLCB, Poland constructed full-scale traditional and new media campaigns, including website development, digital advertising and a social media presence through Facebook, Twitter and Pinterest, as part of a $6M annual advertising budget. Poland also determined new areas of media to include in marketing and public relations efforts based on trends and technology. Poland wrote, produced and edited video projects for the PLCB's 608 retail stores, Fine Wine & Good Spirits, and oversaw all print, web, radio, television and digital material, ensuring consistency of corporate brand image and messaging.
"Laury's leadership experience and unparalleled passion for the Finger Lakes make Laury Poland the ideal successor as Finger Lakes Wine Country Tourism Marketing Association President," said Michael Printup, President of Watkins Glen International and Chair of the Finger Lakes Wine Country Board of Directors. "It is a pleasure to have someone of her caliber spearhead what has become a widely successful tourism marketing association."
Prior to her time at the PLCB, Poland represented New York-based Church Pension Group Services Corporation (CPG) as vice president of Church Publishing Incorporated, from 2006-2011. Poland joined Continuum International Publishing Group in 2004, as director of Morehouse Church Supplies – a position she held until late 2005 when CPG acquired the book publishing, curriculum and church resource divisions of Morehouse Publishing. Poland was also a business owner, managing her own public relations, marketing and advertising firm, In-House Agency, from 1998-2004, serving as communications specialist for numerous successful media initiatives. Poland holds a Bachelor of Science degree in Journalism/Public Relations from the Perley Isaac Reed School of Journalism at West Virginia University, Morgantown, WV.
The new hire comes at a time when FLWCTMA is experiencing significant growth and success. The organization's annual media buy has proven a return on investment (ROI) of $44 for every $1 invested. The marketing strategy generated 301,000 ad-influenced trips in 2012, yielding $3.89 in taxes for every dollar invested in the organization. The bottom line results of the 2012 ROI study are substantially better than in years past and set a new record, exceeding the last peak measured in 2005, demonstrating the organization's success. FLWCTMA's ROI of $3.89 is close to the high end of the typical range for cities and regions of between $2 and $4 in taxes.
FLWCTMA's media relations program also continues to grow. From January 2013 to August 31, 2013, the organization advertising equivalency is $406,775 up 45% from the 2012 total of $284,875. The organization's website, FingerLakesWineCountry.com is experiencing a 35% increase in visitation year over year. In addition, the organization boasts steady growth in social media exposure with nearly 60,000 Facebook fans and over 5,000 Twitter followers.
For further information on Finger Lakes Wine Country Tourism Marketing Association visit FingerLakesWineCountry.com/Our-Strategy.aspx. For further information on the destination, visit FingerLakesWineCountry.com.
About Finger Lakes Wine Country Tourism Marketing Association
Finger Lakes Wine Country is an innovative marketing association representing Chemung, Schuyler, Steuben, and Yates Counties of New York State. Finger Lakes Wine Country is responsible for the Finger Lakes Wine Country travel magazine, the Finger Lakes Wine Country mobile travel app, available at FLWC.mobi, and the dynamic website, FingerLakesWineCountry.com, offering visitors to the region the ability to custom build their itineraries. Finger Lakes Wine Country boasts an engaged social media community with the largest Facebook fan-base of any wine country region in North America and a large following on Twitter.
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