Finger Lakes Wine Country Tourism Marketing Association was organized as an entity in 2000 with one purpose in mind, to promote economic development in the Finger Lakes region of New York. A strong tourism industry adds depth to a community, making it a more desirable place to live and work. A unified branding initiative backed by an integrated marketing and communications strategy attracts tourists to the Finger Lakes region. The brand Finger Lakes Wine Country speaks to the many facets of the destination. Critical mass affords opportunity, and collectively, the area has a diverse product offering. The organization has developed a long-term program of marketing the region as a vacation destination. The integrated marketing program is further enhanced through investments by tourism partners.