New branding effort promotes Moosehead Lake region as 'America's Crown Jewel'

Photo / Courtesy of Moosehead Lake Region Branding Initiative Committee A slide from consultant Roger Brooks' Friday presentation on the Moosehead Lake region's new branding direction.

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By Dylan Martin

An economic development group in the Moosehead Lake region is hoping to increase tourism and business activity with a new tagline for the area: “America’s Crown Jewel.”

The Moosehead Lake region’s new branding direction was revealed Friday by the Moosehead Lake Region Branding Initiative Committee, a group made up of local businesses and government officials. The work is being spearheaded by the Moosehead Lake Regional Economic Development Corp., a nonprofit that was founded in 2013 and hired Peoria, Ariz.-based consultant Roger Brooks last October to create a branding strategy for the region.

The decision to call Moosehead Lake region “America’s Crown Jewel” is just the beginning of a branding and marketing action plan that will be created by Brooks, according to the economic development group. The plan, which will address infrastructure and other kinds of needs, is expected to be completed by early summer, and it will be implemented through the help of the region’s businesses and community leaders.

“The feedback from hundreds of community members and visitors was essential in driving this effort,” Amanda Hunt, owner of Greenville-based Northwoods Camp Rentals and a branding committee member, said in a prepared statement. “Moosehead Lake truly is America’s Crown Jewel, and we hope this branding effort will help to boost the region’s local economy and draw visitors to this beautiful destination.”

The economic development group said the committee decided on the “America’s Crown Jewel” tagline after nearly seven months of research in identifying and defining what makes the Moosehead Lake region unique. The region is defined as a 25-mile radius from the center of Moosehead Lake, which is located near the entrance of Maine’s North Woods.

“A brand is a promise, a promise of what we will offer someone who lives in, works in or vacations in the Moosehead Lake region,” Hunt said. “We have more work to do to make that promise possible, but the community is excited, engaged and committed to making this happen.”

In moving forward, the economic development group said it is working with several regional and statewide stakeholders to develop collaborative partnerships. Those stakeholders include the Appalachian Mountain Club, Maine Huts and Trails, the town of Greenville, Plum Creek Timber Co., The Nature Conservancy and the Maine Office of Tourism.