CASE STUDY
Multi-Regional Collaboration and Strategic Stakeholder Development Maine, USA
Multi-Regional Content Marketing Campaign Supporting Community and Local Travel
Campaign Highlights
DESTINATION STEWARDSHIP
Our team produced stories around the three key themes of the outdoors, nature and adventure.
STAKEHOLDER COLLABORATION
We helped develop multi-regional partnerships and collaboration.
STRATEGIC STORYTELLING
We worked with each region to develop stories around their unique, key themes.
Details
Partners: Maine Office of Tourism, Visit Portland, Maine’s Lakes and Mountains, Maine’s Midcoast
Key Themes: Food | Nature | Adventure | Agriculture | Culture
CHALLENGE:
The state of Maine is known for its coasts however it also includes a diverse range of landscape and activities around its other regions. The Maine Office of Tourism understood that travelers wanted to travel regionally within a destination however needed dots to connect as they travel across the regions, combining urban, nature and rural environments. They also wanted to increase strategic collaboration between the different regional tourism offices in order to share resources, amplify content and messaging and promote local businesses, communities and the local economies.
SOLUTION:
GLP partnered with 3 regional DMOs across the state of Maine for a collaborative Content Marketing Campaign designed to promote each region’s individual branding, while also marketing the entire state. Using visual storytelling, each region wanted to showcase its unique people and places through strategic verticals: food, nature, adventure, mountain biking, hiking, farming, and culture. The goal was to reach a national and global audience through a comprehensive distribution campaign.
This large campaign consisted of 3 mini campaigns. Each DMO received custom deliverables (i.e. video reel, FAM trip, media pick up, etc), while the state DMO (Maine Office of Tourism) as a whole received content as part of their contribution. The regions shared resources, learnings, and channels to amplify mutual content.
Key Goals
PROMOTE TRAVEL TO ALL THREE REGIONS OF MAINE.
AMPLIFY LOCAL COMMUNITIES, BUSINESSES, AND ORGANIZATIONS.
UNIFY THREE REGIONAL DMO’S TO WORK TOGETHER.
REACH A NATIONAL AND GLOBAL AUDIENCE THROUGH A COMPREHENSIVE DISTRIBUTION CAMPAIGN.
SHOWCASE A VARIETY OF DIFFERENT ASPECTS OF MAINE RANGING FROM OUTDOORS TO FOOD, TO BREWERIES AND MORE.
Video Storytelling
CAMPAIGN TRAILER: EXPLORE YOUR MAINE
With an abundance of natural beauty and outdoor experiences, every day is a new adventure (even if it’s your own backyard). Get inspired by the spirit of these Mainers to travel and explore this beautiful state.
STORY FOR MIDCOAST, MAINE: ODD ALEWIVES FARM BREWERY
Is it odd to design a happy life focused on creativity and community in a uniquely beautiful place? John and Sarah of Odd Alewives Farm Brewery don’t think so. And the result of their hard work and commitment to MidCoast Maine? Farm fresh beer. A delicious way to end a day of MidCoast exploration.
Media Coverage
To maximize digital and social media coverage and earned media placements, two Influencers and two award-winning travel writers were selected to accompany the film shoot. A network of key trade partners was also developed to reach travel advisors, tour operators and other travel sellers.
THE NEW YORK TIMES
BUCKET LIST JOURNEY TRAVEL BLOG
Impact
In 3 months during the summer of 2020 amidst a global pandemic and local lockdowns and travel restrictions, we were able to pivot strategies to execute a successful multi-regional video campaign with local targeting that reached over 400,000 video views, 3 million impressions, and 8+ major media placements, including a mention in The New York Times.
