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Create an outdoor campaign for Maine Office of Tourism
Maine is a place where the experience has multiple layers to it. There is nature’s beauty in surplus. But there is also a very personal side to the experience – the way the place makes you feel and changes you profoundly. The OOH campaign for the Maine Office of Tourism visually captures that twofold experience, featuring Maine in all it’s wonder while focusing on the individual, introspective, thoughtful, inspired. The headline treatment is meant to feel like a journal, and the sentiments get to the heart of what Maine stands for – being yourself, going off the beaten path and allowing the day to take you wherever it wants you to go.
First time visitation is up year over year and repeat visits have increased significantly since the introduction of the campaign.