ISM ‘Does Foliage’ for Sagamore Resort

BOSTON If an ad campaign from ISM proves successful, fall foliage meccas in Vermont and New Hampshire may soon have some competition from The Sagamore, a year-round resort on Lake George in upstate New York.

Signed in May as The Sagamore’s primary ad agency, ISM has launched a print-based campaign that attempts to position the resort as a luxurious alternative to northern New England’s better-known fall foliage destinations. The goal is to drive business from key markets such as Boston, New York and Philadelphia.

The ads stress the resort’s proximity to those metropolitan areas (about four hours from each), targeting readers who are tracking peak foliage reports in The Journal News, The New Yorker, Philadelphia Magazine, Boston Magazine and online at and The budget was not disclosed.

The campaign runs from through late-September with the tagline “How New York does foliage,” directing consumers to for details on “Fall Foliage Getaway” packages that start at $314 per person.

“Most people think they need to go farther north to enjoy the changing leaves. With this approach we are reaching people who are proactively researching their weekend plans for seeing the fall colors,” said Trish Zumstein-Ermini, vice president and media director of ISM, an independent agency in Boston that specializes in travel and leisure clients.