3 MTMPP 2025 / 26 Marketing Plan June 6, 2025
Maine’ s Aroostook County is the most geographically remote region of New England and attracting tourists is a unique challenge. ACT’ s content is promoted worldwide online through VisitAroostook. com, social media, and organic digital media; however, paid advertising is targeted to increase awareness 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.
ACT spotlights 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 geographic location. Each ACT ad set is tailored to a specific audience based on the activity being promoted. By understanding existing visitor data and travel habits of the target audience, 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 repetition in the marketing messages 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 leverages 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. Visit just once and you’ ll see, Aroostook is a place one may simply just be.