MOT Annual Report & Plan

Media Campaigns & Paid Partnerships

Wed, 16 Apr 2025 12:41:09 +0000

MEDIA SUMMARY

Our 2024 media campaigns built upon the success of key partnerships from 2023, bringing in new messaging and innovative ideas from trusted partners. We expanded our national reach while leveraging programmatic media efficiencies to refine audience segmentation, allowing for more personalized and targeted messaging.

The team at Miles Partnership collaborated with nationally recognized publications and strategic content partners such as National Geographic, Hulu, AFAR, Atlas Obscura, Boston Magazine and Nativo, which resulted in an engaging and highly effective storytelling suite of custom content across short-form video, articles, out-of-home advertising, email campaigns and social media amplification.

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Sneak Peek: 2025 Campaigns

Wed, 16 Apr 2025 10:12:01 +0000

Scan the QR code to enjoy some of our latest video spots.

Together, we are embarking on an ambitious journey to expand Maine’s reach, introducing the brand and our rich culture to new audiences. Our 2025 goal is to continue attracting right-value travelers across all seasons, driving sustainable growth in visitation and maximizing economic impact for the state we proudly call home.

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Brand Evolution

Wed, 16 Apr 2025 10:11:06 +0000

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

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Public Relations Efforts & Earned Media

Wed, 16 Apr 2025 10:10:26 +0000

Earned media facilitated by Marshall Communications for 2024 resulted in an astonishing amount of editorial coverage. Efforts included monthly media updates and story ideas to 512 media contacts and fulfillment of 709 requests for information, images and videos from members of national and international travel media. The team worked with 122 businesses in Maine to host 77 travel media and international tour operators on press and familiarization tours.

Marshall Communications, with their partner ConranPR, also arranged the New York City Taste of Maine Media Marketplace with 17 Maine businesses participating and more than 50 New York-based travel and lifestyle media attending.

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DMP Progress Report

Wed, 16 Apr 2025 10:08:13 +0000

Working toward the goals of the Destination Management Plan is a key part of measuring long-term success and tourism viability. The 2024 Economic Impact & Visitor Tracking Report by Downs & St. Germain reveals a positive picture of our progress. While visitation softened by 3.1%, the state attracted visitors who spend more while traveling, with average visitor spending increasing by 5%. We also saw an increase in overall room nights and a notable increase in share of visitors during fall and winter seasons.

Our efforts to diversify visitor personas through targeting key markets also resulted in a 9.1% shift in visitor demographics, widening the awareness of Maine as a tourist destination within younger travelers and those coming from farther away. All while enhancing the visitor experience, with visitor satisfaction growing by 11% over last year.

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Destination Management Plan (DMP)

Wed, 16 Apr 2025 10:07:07 +0000

The launch of the Destination Management Plan in 2022 established strategic initiatives to drive sustainable visitation growth while celebrating and preserving the state’s unique character and extraordinary natural assets. A key priority of this vision is attracting right-value visitors and encouraging specific traveler behaviors.

RIGHT-VALUE VISITOR INTERESTS

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Who We Are

Wed, 16 Apr 2025 08:36:11 +0000

EXECUTIVE SUMMARY

The Maine Office of Tourism (MOT) is a state agency within the Department of Economic and Community Development that leads, convenes and advances the state’s tourism economy by providing resources and education to strengthen the tourism industry, fostering a culture of stakeholder collaboration and developing strategy and best practices to promote and enhance the Maine experience for all.

OUR MISSION

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