The Maine Thing is the Tourism Industry’s Best Digital Content

January 15, 2015  |  BVK

Travel & Tourism

So how do you get an audience that tends to be skeptical of advertising, to engage with a tourism brand, that they think they already know. For Maine, we worked to move beyond the limits of outdated traditional ad campaign models and identify niches within Maine that enable us to demonstrate the authentic lure of the destination and its people.

So we created the Maine Thing Quarterly. An online, introspective deep-dive into niche topics iconic to Maine that represent the slightly offbeat characters who define the state. Lobster. Thoreau, Microbrews. The Quarterly publication takes a retrospective look at these iconic themes, but serves the content up in a way that other tourism sites don’t do, which allows visitors to fully experience the highlighted places and activities for themselves.

And the results have been stunning. Opt-in subscriptions average 2,500 per issue, while each Quarterly draws over 32,000 unique visitors to the site. In the first 6 months, there had been 108,377 site visits by 85,327 visitors.


is a full-service, Top 25 independent advertising agency.

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