Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
1. Evolve the Maine Office of Tourism brand to align with new stewardship principles
2. Develop new campaign materials that reflect the refreshed brand
3. Shift the metrics for how we measure success by ensuring new focus on:
a. Visitor dispersion throughout state
b. Expanding into shoulder seasons
c. Diversifying the audience
d. Quality visitation over quantity
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
1. Developed a stewardship centered brand and campaign assets that closely align with the overall strategic plan.
2. Implemented real-time change with our marketing strategy based on learnings that identified a need to distribute Maine’s visitation more evenly across seasons. We shifted the focus of our paid media from summer to fall and winter—which had never been done before. This shift resulted in a 10% decrease in summer visitation (alleviating pressure on the land and on locals), but boosted fall and winter visitation by 7% and 20% respectively. Looking at YOY results, in 2022 Maine saw 1.5% fewer visitors—but because we’d tapped into higher-quality visitors, the economic impact increased by $1.3 billion.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Real time changes increased economic impact to the state by $1.3 billion.
Entry Title
Stewardship-Driven Strategy & Brand Campaign
Division
Advertising - Brand Campaign