Despite being on the bucket list of many travelers, visitation to Maine was going South. So the Maine Office of Tourism brought on BVK to increase stagnant growth and overall visitation.
Rather than take the usual approach of promoting the physical attractions of Maine, BVK took a more authentic, emotional approach that captured the essence of the state, its people, and the values of those who might visit. At its core, “The Maine Thing” was about originality.
Using MRI data, we developed an audience profile for people who expressed interest in visiting Maine, and then cross tabulated it with traits of those who identify with originality. With 3.5 million prospects, we used digital, social, print, and TV. We also leveraged aggregated and curated content from complimentary brands and consumers as part of Maine’s overall brand identity.
Creatively, we featured real Mainer’s giving real advice on all the quirky, offbeat, one-of-a-kind experience that defined the state. The integrated campaign asked visitor’s to find their “Maine Thing.” The indescribable character and mystique that makes visitors feel free to express their own originality.
Total visitation
+6.7%
Website visits
+27%
Video content engagement
+135%
Mobile traffic
+161%