TARGET AUDIENCE
3 MTMPP 2024 / 25 Marketing Plan May 23 , 2023
TARGET AUDIENCE
Maine ’ s Aroostook County is the most geographically remote region of New England and attracting tourists is a unique challenge . ACT ’ s advertising and content are promoted worldwide by the internet and organic social media ; however , paid search is targeted to increase relevance and to activate the consumer segment with interests and characteristics that align with The County ’ s world-class visitor experiences . The region is working to increase overnight family travel to Aroostook County .
We Know : The Crown of Maine has something for everyone .
ACT leverages existing visitor-ready destinations , signature events , and experiences to tailor marketing messages to niche visitor segments . Each ad buy is created by considering the potential visitor ' s interests , demographics , and area of origin . Although the popular saying is true , no one will read a piece of content , advertisement , or message from ACT stating , “ The Crown of Maine has something for everyone ”. Each ad set is tailored to a specific audience based on the activity promoted . By understanding existing visitor data and in-region travel habits , ACT works backward to ensure paid advertising is delivered to audiences who are seeking the exact need of what The County experience offers .
The rural landscape , public land access , abundant wildlife , exceptional fishing and hunting opportunities , varied cultures , outdoor recreation venues , and international boundaries are distinct assets for the marketing and development of northern Maine ’ s Tourism industry .
Geographic The primary geographic area of paid advertising focuses between Lubec , Maine - Baltimore , Maryland - Syracuse , New York . Paid advertising in Canada is distributed from the eastern side of Quebec City , Quebec along the TransCanada Highway to Halifax . Paid advertising does not take place inside of Baltimore , New York City , or Boston due to the cost of achieving any repetition in the marketing layers as well as the fact those populations are less likely to own a personal vehicle which makes traveling to a drive destination difficult .
Demographic Where appropriate ACT places advertisement brackets to people aged 24-58 years old , with a household income over $ 70,000 . Not all ad placements use the primary demographics .
Interest ACT targets ad placement based on the content of the advertisement and the perceived activity interests associated with the topic .
ACT will leverage marketing areas outlined by MOT to maximize marketing funds and achieve greater repetition among travelers . Interests often include powersports enthusiasts , sportsmen and women , hikers , canoe and kayak tourists , off-road cyclists , active travel , and authentic wilderness camping . Aroostook County is a growing adventure destination featuring hiking , mountain biking , paddling , and Nordic skiing . The tone of all marketing activities by ACT depicts the region as a pristine , safe , relaxing , escape from the hustle of an urban lifestyle . This season , come relax .