by Robert Liljenwall
While the marketing concept was later “retired”, it went viral, and as Bruce Stoff, director of the Ithaca Convention and Visitor Bureau told CNN — “everyone in the Northeast is beaten by winter now…and we were dreaming of being someplace that is warm.” It was a move that some in the tourist industry frowned on, but the spokesperson for the Florida Keys Tourism Counil told CNN, “it’s the wackiest thing I have every seen in my life from a tourism marketing standpoint.” The Floridan tourism group eagerly complied with a request to send a photo for the Ithaca web site — it went viral on Twitter.
What is interesting in my conversation with Stoff was that this idea had been in the talked about for eight years, and it was in the planning and implementation stage for the past two years. “It was certainly calculated….that this was going to be a positive for Ithaca.” Bruce is still on the job, but he cautions that the next three quarters will tell if their concept worked. — RJL