Sometimes, things just work out. A couple of months ago, our office was receiving quite a few comments from businesses in the area asking if wed start think about marketing in Europe. Well, the thought of paying for advertising in Europe was daunting because the exchange rate is not in our favor one Euro would cost you roughly $1.48 American. Second, theres the fact that were a fly/drive destination for the Europeans; meaning, they would have to fly and then drive to reach us. Not as easy a trek compared to our traditional American and Canadian target audiences. So, as we were evaluating how we could best reach this market a moment of synchronicity occurred and we were contacted by I Love NY regarding World Travel Market. If youve never heard of World Travel Market youre probably not alone. But, take my word for it; its a Monster of a show. Held in London each year, its the place where all European Travel Agents go to get information to present to their clients. I Love NY approached every region in New York State and invited their representatives to attend the 2007 World Travel Market in London. The show was held November 12-15, 2007 Our Director of Media Relations Margaret Marchuk and Whiteface Mountains Marketing Director Bridget Hinman represented the Adirondack region. Part of attending the show included appointments with British tour operators and other industry specialists to help us scope out the UK market and decide how to best allocate our resources in Europe. Our next steps will be to bring the lessons learned back home and to introduce local lodging and business properties to the possibilities travel from Europe presents. By working together, we can collectively strategize on how to best capitalize on this new market. And, Im sure that well be successful - because these things always have a way of working out.