State-Level Meetings Marketing for Visit Maine

Digital Edge developed the first-ever meetings marketing campaign for Maine, creating awareness and increasing interest in the state as a meetings destination – a bucket-list one, at that.

Author: Mya Surrency

THE NEED

Moving forward from the pandemic, Maine needed a way to support the return of meetings and drive group business opportunities for the state. Before bringing Digital Edge into the mix, Maine had not had a meetings or destination sales effort prior to Covid-19.

The state had the opportunity to change planners’ initial or low perceptions of meeting in Maine. Some of those perceptions included limited flights, technology offerings and convention products.

Maine needed a campaign and messaging to create awareness among key meeting planner audiences for the state’s meeting possibilities. As a well-known bucket-list destination on the leisure side, it was time to show off what a bucket-list meeting destination could be like.

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THE DUAL-DESTINATION OPPORTUNITIES

The state tourism office supports two main CVBs that applied for a grant from the state tourism office to address the need for meetings marketing – Bangor and Portland. Both destinations in the state are self-funded through partnership offerings and have very different meetings offerings.

Bangor’s challenges include:

  • No attached convention center hotel
  • Some limited availability of flights/accessibility/transportation because of the more remote location
  • Lack of overnight rooms to match the size of the meeting space options

Portland’s challenges include:

  • No convention center
  • The largest hotel can hold up to 500 rooms on peak, requiring larger conventions to use multiple hotels

THE PROGRAM PARTNERSHIP & GOALS

Our work began in the fall of 2021 and will continue through the spring of 2023. 

The digitally-focused campaigns targeted planners in key economic growth industries and by size/history and aimed to create interest in the state’s shoulder season. Target sectors included groups for:

  • Forest Products
  • Manufacturing
  • Agriculture
  • Environmental Technologies
  • Biotechnology, Composites, Advanced Materials
  • Marine Technology and Aquaculture

1st QUARTER METRICS

(Completed by 2023)

1 Meetings-Dedicated Microsite

1 Photo/Video Shoot

14 pieces of website content

38 sponsored social media posts

20 emails

Trade media management

THE FULL PROGRAM OF ASSETS & DELIVERABLES

5 RFPs

through Microsite Call-To-Action

7,500

New Microsite Users

13,000+

Microsite Pageviews

1.7M

Total Media Impressions

32.66%

Email Average Open Rate

1.12%

Email Average Click Rate

The Opportunity for Your State

Our agency takes an untouchable approach to tell the ‘group side’ of a state’s story. Reach out to put our expertise to work for your DMO.