THE CHALLENGE

We began working with the Maine Office of Tourism when research from Longwoods International revealed that Maine's image as a touring destination was weak among those who had never visited the state. Our goal was to change this perception and motivate new visitors to experience Maine's natural beauty, heritage and cultural attractions.

OUR APPROACH

Positioning Maine. We created a highly successful integrated campaign to entice "touring" travelers and outdoor recreation and adventure enthusiasts to discover all the state had to offer. Developed to motivate first-time visitors, "The Maine Attraction" campaign positioned the state as one of the must-see travel destinations in North America.

Getting the word out. Our unique creative and media strategy for Maine enabled a state with a relatively small marketing budget to become a committed television advertiser and reach regional and national target audiences with unprecedented results.

QUICKTIME

Combining brand marketing and direct marketing With 60- and 30-second TV spots, full-color print ads and free-standing inserts in national and regional magazines, we showcased Maine's charming villages, heritage, cultural attractions and spectacular scenic beauty.

RESULTS

More than 1.2 million visitors were motivated by The Maine Attraction campaign to visit the state, generating $253 million in consumer spending and enabling Maine to reap a 25:1 return on its investment in 2001 alone.

To this day, our original theme, Maine. The Way Life Should Be, lives on as an expression of the Maine mystique at the major gateways to the state of Maine.

 

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