Sep 8, 2025
Beyond Borders, Beyond Billboards: The Future of Digital Destination Marketing
2025 NYS Tourism Excellence Awards Honoree: Digital Marketing Campaign
Join us on Thursday morning in Lake George at the 2025 NYS Tourism Excellence Summit where Amanda Dana, Director of Tourism and Film at Orange County Tourism , will share about their award winning digital marketing campaign as a case study. Authenticity is the new currency in tourism marketing. Join Orange County Tourism to learn how we flipped traditional advertising into real stories told by travelers, influencers, and neighbors and us! Discover how partnerships with airlines and micro-influencers created authentic connections, measurable impact, and year-round visitation.
Why You Should Attend This Session:
- Learn how to move beyond polished ads and tap into the power of authentic, curated content.
- See how airlines, micro-influencers, and regional partners can expand your reach in creative, cost-effective ways.
Key Takeaways:
- Ads Don’t Sell. Experiences Do. POV storytelling and influencer journeys outperform traditional ads.
- Micro-Influencers = Macro Trust. Niche creators (family, food, accessibility, adventure) drive higher engagement and credibility.
- Collaboration Beats Competition. Regional partnerships and airline alliances create ecosystems that attract more visitors
About Amanda:
In 2018, Amanda Dana became an integral part of the County of Orange's Leadership team as she enthusiastically assumed the role of Tourism Director. Amanda has over 25 years sales and marketing experience in the Hudson Valley region with 18 years in executive recruiting/talent management and 10 years focused on real estate and economic development. During that time, she has grown and cultivated many working relationships with individuals and organizations and has immersed herself with being tremendously involved with her community. Because of her strong alliances, she has developed a very successful skill set of connecting people and organizations with valuable resources.
The Orange County Tourism department expanded and acquired the Orange County Film Office and Amanda assumed the role as Executive Director. In 2020, Amanda Dana was selected by the Board of Directors of Hudson Valley Tourism Inc to be the President of the 10- County regional destination marketing organization.
Amanda joined the team of the highly recognized Orange County Partnership in 2013, heading up their Business Retention & Expansion division. In this role, she was responsible for fostering the growth of Orange County companies. Prior to joining the Partnership team, Amanda ran a successful real estate practice in Orange County, New
York. According to County Executive Steven Neuhaus, "Amanda
brings a strong and diverse background to this important
position," Neuhaus said. "The tourism industry is growing in Orange County, and I know that she will work hard to continue that growth. Amanda has developed working relationships with key stakeholders throughout the Hudson Valley which will serve her well as she steers the County's tourism department forward."
Orange County Tourism & Film, branded as Pick OCNY, promotes Orange County, NY as a four-season destination in the Hudson Valley. We connect visitors to experiences across world-class attractions like LEGOLAND® New York, Storm King Art Center, City Winery Hudson Valley, and more. Our mission is to drive visitation, strengthen the local economy, and showcase authentic travel experiences through innovative marketing campaigns, regional collaboration, and strategic partnerships.