Maine Tourism Association - Pulse Marketing Agency

Challenge

In August of 2015, Pulse was awarded a contract to design and produce three of the Maine Tourism Association’s largest and most widely distributed publications for 2016: Maine Invites You, Maine Highway Map, and Maine Guide to Inns and Bed & Breakfasts and Camps & Cottages. These publications are distributed all over the world and are used at national trade shows to highlight and market Maine as a great place to visit in any season. Pulse was challenged with writing content for and designing four publications that would target the Maine Office of Tourism’s three defined customer personas – Balanced Achievers, Genuine Originals, and Social Sophisticates.

Approach

Pulse created a custom design style for the 2016 Maine Invites You publication to increase usability and readability for a range of audiences. Pulse worked within the framework of the existing design template to accomplish all changes necessary to produce the new edition. This new edition included new typography, design elements, updates to layout grids, and updated colors. Pulse wrote content for Maine Invites You articles using the Maine Office of Tourism’s brand voice. These articles covered a variety of topics to generate interest in Maine, highlighting its diverse culture and activities that cater to virtually any visitor.

Pulse incorporated the new design elements of the travel planner into the Maine Highway Map, which provided brand consistency because the map is often paired with the larger publication. Pulse also updated the Maine Attractions and Services Map, and the Maine Guide to Inns and Bed & Breakfasts and Camps & Cottages, giving each cover a fresh look by featuring a large attractive photo that represented Maine. For all publications, Pulse provided advertisement and listing placement, proofing, and print-ready and digital files.

In 2017, Pulse developed a new version of the Maine Highway Map, the Maine Attractions and Services Map, and the Maine Guide to Inns and Bed & Breakfasts and Camps & Cottages.

Results

The 2016 Maine Invites You, Maine Highway Map, Maine Attractions and Services Map, and Maine Guide to Inns and Bed & Breakfasts and Camps & Cottages were very well received by members of the Maine Tourism Association. Early feedback suggests that the 2016 Maine Invites You is easier to navigate than previous editions. Pulse’s use of large, stunning photos and graphics increased the visual appeal of the publications from previous editions.Because of our professional work, we were granted the opportunity to work on a new version of the Maine Highway Map, the Maine Attractions and Services Map, and the Maine Guide to Inns and Bed & Breakfasts and Camps & Cottages in 2017.

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