DART is dedicated to sustainable tourism, which includes visitor management, heritage stewardship, and community development – and which ultimately benefits the local economy and quality of life.
DART’s marketing strategies intend to provide a deeper, more personal experience of the region to attract and retain both visitors and residents who share our values.
- DART markets to visitors seeking community, authenticity, adventure, connection, and relaxation.
- Primary audiences are people who enjoy firsthand experiences and seek educational opportunities, authentic engagement with local cultures, and greater connection with nature and people.
- DART promotes local “doers and makers,” traditional and innovative occupations, and natural resource-based industries and heritage.
- DART advocates for responsible use of our cultural and environmental assets, and coordinates with organizations seeking to connect the region’s people and places responsibly and beneficially in a meaningful, mutually beneficial experience.
FY23 Marketing & Promotion projects are designed to further develop a cohesive regional identity while highlighting the individuality of communities across the region.
Goals of DownEast Acadia’s Annual Marketing Plan are to:
- Increase the number and length of overnight trips to the region
- Disperse visitors across all parts of the region to insure economic benefit is realized and shared by all and to prevent or minimize any negative impacts caused by over-tourism
- Help visitors discover and experience the unique character, culture and environment of the region
- Engage more businesses and organizations in partnering through co-marketing and co-branding
- Provide each sub-region with a set of marketing tools that are both specific to that sub-region and that portray DownEast Acadia as a cohesive, multi-day destination with diverse experiences to discover and explore
Target Audiences for marketing promotion include:
- Adults age 20-50
- Multi-generational families; friend-groups; couples
- Outdoor adventure and cultural/heritage travelers
- Residents of Northeastern and Mid-Atlantic US, and Atlantic Canada
- Those who enjoy trailblazing experiences, desire educational opportunities and authentic engagement, and seek greater connection with nature
Measurable Objectives include increasing the number of:
- Visitors to DiscoverDownEast Acadia.com
- Requests from potential visitors for the True Maine Visitor Guide
- Leisure travelers making overnight trips to DownEast Acadia
- Visitors choosing DownEast Acadia as their primary destination in Maine
- Younger travelers and families in the 20-50 age range
Results are measured by:
- Retail sales tax numbers
- MOT’s annual visitor research
- Number of requests for information
- Analytics for DiscoverDownEast Acadia.com
- Social media and digital advertising metrics
- Active engagement from businesses and organizations across the region