MOT Annual Report & Plan - 2024/2025 Annual Report & Plan
Brand Evolution
2025-04-16 10:11:06
We also have continued our efforts evolving Maine’s brand to capture the state’s essence while ensuring inclusivity and broader audience appeal.
CREATIVE VISION
An in-depth workshop with key stakeholders focused on defining the core values, vision and unique attributes that make Maine an unforgettable destination, while exploring the emotions, experiences and narratives that resonate with both current and prospective visitors. From this, we developed four evolved brand directions, each offering a unique perspective on Maine’s identity. These creative paths were designed to reflect the state’s natural beauty, rich artistic heritage, legendary people and its inherent ability to transform visitors through authentic experiences.
CONSUMER TESTING
To validate our creative directions, we conducted consumer testing for real-time feedback on messaging, visual aesthetics and emotional resonance. The insights revealed a preference for the existing visual identity, which topped the charts in the 2024 Ad Effectiveness study by Digital Research Inc., stating an aided Ad Recall of 78% – t he highest of 1 5 competitive states measured.
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