Maine: Your Next Chapter
Campaign Design
Your New Beginning Awaits
Maine faced a pivotal moment to attract remote workers and relocating families from expensive urban markets, particularly NYC. The state needed to overcome perceptions of rural isolation while showcasing genuine professional opportunities and quality of life benefits. Our challenge was positioning Maine's rural communities not just as beautiful places to visit, but as thriving destinations where ambitious professionals could build successful careers without sacrificing personal fulfillment.
We developed a comprehensive campaign strategy under the umbrella theme "Maine: Where Freedom Meets Opportunity," creating three distinct yet complementary concepts: "Find Your Balance," "Create Your Legacy," and "Your Next Chapter." Our approach combined emotional storytelling with practical messaging, featuring split-screen visuals contrasting urban stress with Maine's tranquil productivity, authentic resident testimonials, and community-specific content.
The comprehensive campaign spanned broadcast television, digital advertising, social media, outdoor billboards, and experiential content. We created compelling narratives that transformed Maine from a vacation destination into a viable lifestyle choice, complete with interactive digital elements, user-generated content strategies, and targeted messaging for different audience segments. The result was an emotionally resonant campaign that successfully repositioned Maine as where ambitious professionals and growing families could truly thrive.
