CASE STUDY
Strategic Content Campaign to Highlight Diversity and All-Season Travel (Portland, Maine, USA)
Video Storytelling and Content Marketing Campaign to Reposition the greater Portland Region as Culturally Diverse, All -Season Tourist Destination
Campaign Highlights
CELEBRATING DIVERSITY
GLP’s character-based storytelling shined a light on the region’s local culture and diversity.
URBAN ARTS
GLP created beautifully crafted content highlighting Portland, Maine’s vibrant local arts community.
ALL-SEASON TRAVEL
The campaign focused on tourism dispersal and promotion of all-season travel to avoid over-tourism during the busy summer season.
Challenge:
Art, and the artist community, are a part of the fabric of the city of Portland, Maine—they fuel the palpable creative energy felt by residents and visitors, alike. The region attracts, nurtures, and supports a diverse and creative community, which can foster rich experiences for visitors.
In 2021, Visit Portland sought GLP’s services to highlight these unique cultural offerings to encourage all-season travel to the region. Traditionally bombarded with tourists during the summer high season, local businesses in the Greater Portland area often find themselves struggling during the winter months when visitation wanes.
To support the local community and businesses year-round, Visit Portland partnered with GLP to feature the diverse artistic community and encourage tourists to visit and engage in rich community experiences throughout the late fall, winter, and spring.
Solution:
GLP developed a strategic video campaign to highlight the diversity of the Greater Portland region and support year-round cultural, arts, and community experiences beyond the summer high season.
The final product consisted of 5 short films that feature stories of chefs, artists, and local business owners in the region.
The character-driven stories in this film series reframe the traditional view of Maine, highlighting the range of contemporary art being produced in Portland and how the vibrant arts community enriches the lives of Portlanders and visitors alike.
These videos demonstrate the power of art, culture, and food in Portland and encourage visitors to get off the well-trodden path and to explore the incredible neighborhoods where local creatives, artists, foodies, and adventurers thrive.
Key Goals
SPOTLIGHT THE DIVERSE COMMUNITY OF ARTISTS, MAKERS, AND CREATIVES.
ATTRACT NEW TRAVELERS AND TRADE TO THE ALL-SEASON CREATIVE EXPERIENCES.
ENCOURAGE EXPLORATION OF PORTLAND AND BEYOND THE OLD PORT AND INTO EMERGING, CREATIVE HUB NEIGHBORHOODS FOR TRAVEL DISPERSAL.
CELEBRATE THE INCLUSIVE AND WELCOMING SPIRIT OF THE GREATER PORTLAND REGION FOR ALL TRAVELERS.
Video Storytelling
PORTLAND’S FOOD SCENE - CREATIVITY IS THE MAINE INGREDIENT
Portland has always been revered as an art city, but in recent years, a mouthwatering transformation has taken place, elevating it to an exhilarating food destination. Blessed with access to pristine ingredients, culinary artisans from around the globe converge in this region to partake in the very best that Greater Portland's food scene has to offer.
Join us as we delve into the heart of Portland's gastronomic marvels, uncovering the passion, innovation, and culinary artistry that define this remarkable city.
THE VIBRANT ARTS COMMUNITY OF PORTLAND
Discover Greater Portland's dynamic arts community, where imagination knows no bounds and creativity thrives beyond measure. These artists breathe life into the community, creating a vibrant tapestry that makes Greater Portland truly come alive. With an incredible array of talented and unique artists, this city shines as a positive example of artistic excellence and success.
Media Coverage
CONSUMER MARKETING CAMPAIGN: SOCIAL MEDIA + INFLUENCER MARKETING (FAM TRIP)
GLP developed a customized familiarization trip (FAM trip) to amplify the messages of the video stories and reach new and more diverse audiences via visual storytelling and social media. A diverse group of influencers and content creators were selected to introduce the Greater Portland region to their trusted and targeted audiences. Our team of expert content producers and tastemakers spent 3 days exploring local culinary, artistic, and cultural offerings, including a tour of the Portland Museum of Art and First Friday Art Walk, dining at a variety of locally sourced eateries, and a Black History tour of downtown Portland.
FAM TRIP PARTICIPANTS:
@nneya
Audience: 34K
@vishusaumya
Audience: 93.8K
@awaywithrenay
Video : “Visit Portland Press Tour”