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 strives to promote the diverse experiences of DownEast Acadia through the interconnected stories of the people and places that exemplify the region’s rich heritage and history. 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 regional values.
DART markets to visitors seeking community, authenticity, adventure, connection, and relaxation. Primary audiences are couples, individuals, and families 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.
- 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