Creating an experiential brand
A tourism study revealed that Lanesboro, Minnesota generated only 11% of its revenue during the winter season. I helped lead a team of strategists and creatives to develop a winter tourism marketing plan to bolster off-peak engagement and elevate the experiential brand of winter in Lanesboro.
My role
Collaborating on creative concepting, messaging and copywriting, campaign planning
Who
City of Lanesboro
Boosting off-season tourism
Using realistic tactics and strategies and audience-segmented messaging, the plan served to activate new business via an off-season economy by equipping businesses with assets and ideas to be used in their marketing. The plan included targeted digital strategy, print and media materials, SEO-enhanced itineraries, and more.
Leaning in
Campaign creative leans into to the region’s reputation as a destination for trout angling, crafting, and rest and relaxation and communicates a nostalgic nod to the town’s quaint qualities.
