RANGELEY – The Rangeley Lakes Chamber of Commerce has announced a broad, multi-media winter marketing strategy aimed at attracting visitors to the Rangeley region. The campaign, which began in December, is now in full swing and targets snowmobilers and other outdoor enthusiasts, the goal being to bring these folks to Rangeley to enjoy all that Rangeley has to offer in the winter, including award-winning restaurants, accommodations, shops and services.
The marketing strategy consists of radio, digital (Google and Facebook) and print campaigns, all of which provide broad and repeated exposure for Rangeley and redirect visitors to a dedicated landing page on the Chamber’s web site.
Simultaneous campaigns are running on WHOM 94.9 and Cape Country 104, each targeting specific markets. Rangeley is one of two sponsors of the WHOM Snowmobile Report and receives both on-air mentions as well as prominent banner and web page ads on WHOM’s snowmobile report web page.
On the popular Cape Country 104 station, the Chamber is targeting Cape Cod snowmobilers, who have a chance to win one of three great Rangeley prize packages, including dining, lodging and gift certificates, all donated by local businesses. The campaign consists of 40 on-air promotional mentions, as well as online promotion (banner logo and custom contest page) and inclusion in the station’s eblast.
Both Google and Facebook campaigns are being conducted. The campaigns target primarily Mass., N.H. and Maine and, to a lesser extent, the remainder of New England plus the NY/NJ/CT tri-state area. The Google campaign targets people searching for snowmobiling travel-related terms, while the Facebook campaign targets people within specific geographic parameters who “like” snowmobiling Facebook pages.
The Chamber has also placed print ads of varying sizes in 6 regional publications, each targeting a specific market.
While the primary focus of these campaigns has been snowmobilers, as they represent the highest market segment, the campaigns also promote all of the other winter activities Rangeley has to offer, including Nordic skiing, snowshoeing, skating, Pond Hockey and all of the special events that take place in the region throughout the winter months.
