Rancourt & Co.’s marketing campaign, highlighting Lewiston and Maine’s industrial history, generated more than 200,000 organic impressions on Instagram in February alone.
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Rancourt & Co., a Lewiston footwear manufacturer, said its latest marketing campaign is designed to highlight the city and state's shoemaking history, workforce legacy and community investment.
“The Path We’ve Chosen” has generated more than 200,000 organic impressions on Instagram in February alone, along with strong engagement through comments and shares, the company said.
“Our goal is not only to tell the Rancourt story,” said Michael Rancourt, the company’s owner. “It is to help tell Lewiston’s story. We have an opportunity to use our platform to show the pride, skill an resilience that exist here every day.”
The campaign uses original editorial content, input from employees and collaborations with local institutions such as the Maine MILL Museum. Highlights include immigrant history, industrial craftsmanship and other manufacturers. The company is leveraging its digital and social media reach to broadcast the campaign.
Rancourt’s roots date back to the early 1950s, when founder David Rancourt moved from Sherbrooke, Quebec, to Lewiston to learn shoemaking. He opened his factory in 1967, later joined by his son Michael.
When plans were announced to close the factory in 2008, Michael and his son Kyle bought the operation. Employees train in traditional handsewn construction methods and the company sells directly to customers worldwide.
In 2024, the company played a significant role in the creation of Team USA’s fashion presence for the Paris Olympic and Paralympic Games: Rancourt produced the team’s buck white suede shoes.
Rancourt has produced shoes worn in Olympic games in Brazil, Tokyo and Beijing.
The marketing campaign is scheduled to roll out through 2026; upcoming features will include people, processes and partnerships, while amplifying the boarder story of Lewiston’s workforce and future.