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To create a print campaign for the Maine Office of Tourism that can help elevate Maine to a lifestyle brand.
Because Maine is a place that allows you to truly be yourself, the campaign featured declarative, first person statements that speak to the originality of the people and the destination. The tagline “This is me” acted as the campaign theme – the happy accident that Maine’s abbreviation is “ME.”
Maine’s first time and repeat visitation has increased year over year, and 2017 was no exception. Web visits have increased and the re-introduction of the popular MaineQuarterly.com is evidence that people are seeking deeper information on life in Maine.