Maine Office of Tourism wins award for Instagram campaign
Photo / Forrest Mankins
This image from Maine Office of Tourism's award-winning 2016 Instagram Influencer campaign was taken at Height of Land in Rangeley.
The Maine Office of Tourism received a tourism marketing award for its 2016 Instagram Influencer campaign from the U.S. Travel Association.
The 2017 Mercury Award was presented at the association’s recent annual educational seminar for tourism organizations conference.
Pictures worth 1,000 words
Working with its marketing agency BVK, the Office of Tourism invited a group of prominent Instagram photographers to Maine for a week in the summer of 2016 to capture the state’s culture, people and landscapes while producing a compelling visual narrative to promote the destinations they visited along the way.
The photographers were selected based on their alignment with Maine's platform of originality, outdoor-centric content and sizeable network of over 2.3 million combined followers, according to the tourism office’s news release.
They were sent to eight regions of the state and published sponsored posts daily on Instagram and Facebook to promote the state using the campaign hashtag #MaineThing, while tagging each region and @VisitMaine for additional exposure.
Their weeklong experiences were later documented and showcased in an evergreen feature on VisitMaine.com, The Maine Thing Quarterly.
Images were also used to produce new landing pages on VisitMaine.com to highlight each of the state's eight regions.
Promoting one of Maine's largest industries
Tourism is one of Maine's largest industries, supporting more than 100,000 jobs in 2016, about 15% of employment in the state. Household income generated by tourism industry jobs in Maine that year totaled more than $2.5 billion.
"Receiving this Mercury Award will only reinforce our efforts to share information about Maine's assets in a way that resonates with today's audience and delivers results for Maine businesses," said Steve Lyons, director of the Maine Office of Tourism.
Most Recent
Most Recent
Comments