As the Regional Tourism Council (RTC) representing The Berkshires, and the official tourism promoter for our region, 1Berkshire is hard at work on its winter-themed marketing campaigns. These tactics target visitors in New York, Boston, and surrounding New England areas, specifically young professionals, families, and members of the BIPOC community. Promoting the region as a preferred place to visit, play, and stay speaks directly to 1Berkshire’s mission: to advance Berkshire County’s economy by advocating for the business community and attracting visitors.
“We have campaigns that run all year long, but our primary focus right now is the shoulder season when our local economy benefits from a boost. We want to share the message that this is a wonderful place to visit in any season, and winter holds its own unique, special appeal. It’s always a great time to explore outdoor recreation, culture, food, and wellness #intheberkshires,” said Lindsey Schmid, Senior Vice President of Tourism & Marketing for 1Berkshire.
A ski campaign featuring the Berkshires’ ski resorts and other cold weather activities launched in mid-December; this campaign was produced in partnership with other MA RTCs and Massachusetts Office of Travel and Tourism (MOTT), and is expected to garner 10M impressions for the Berkshires. Also produced in December was 1Berkshire’s Winter Brochure, a piece that is supported by members and highlights many of the ways to enjoy the region December through March. This year’s brochure has seen a 135% increase in views over last year, with 2,200 views in December alone. A great tool for all Berkshire businesses to use, it can be linked on websites or included in e-communications to customers, and will help further amplify the message: “Welcome to the Berkshires in winter – we are open for business!”
This past holiday season, 1Berkshire hosted a Storybook Holiday familiarization tour, sending four journalists to iconic Berkshire locations including the Dr. Sax House, Haven, Red Lion Inn, Winterlights at Naumkeag, and the Norman Rockwell Museum. Stories, such as this Instagram reel, continue to roll out and will ultimately garner the Berkshires thousands of PR impressions.
In its role as the destination marketing organization for the Berkshires, 1Berkshire hosts berkshires.org – the region’s #1 travel planning site, which receives 1.2M+ sessions annually and has more than 800K users. 1Berkshire also reaches an average of 3.5M visitors with its e-communications. Combined tourism promotion efforts continue to drive the visitor economy, an important cluster from the Berkshire Blueprint, and the focus on winter marketing means greater visibility for all Berkshire businesses during the shoulder season.
About 1Berkshire
1Berkshire is a county-wide marketing and economic development organization that works to simultaneously preserve, position, and promote Berkshire County’s profound sense of place. Its mission is to advance Berkshire County’s economy by advocating for the business community and attracting visitors. Powered by membership, 1Berkshire provides programs that connect businesses with resources and potential customers, as well as develop future leaders and support entrepreneurs. For more information, visit 1Berkshire.com.