A renowned fishing destination started experiencing an economic downturn when changes in walleye fishing regulations reduced the number of visiting anglers. We were tasked to develop new positioning and showcase new tourism opportunities to complement the already strong fishing base.
We met with community members, business owners, elected officials, Mille Lacs Area Tourism, Mille Lacs Corporate Commission, Explore Minnesota, and the Mille Lacs Band of Ojibwe. Once everyone was on the everyone was aligned on the goals and strategy in achieving those goals, we created a communication plan to reposition the area—focusing on tourism draws that had been overlooked—trophy bass fishing, rich Native American culture and history, and exciting outdoor recreation, such as kiteboarding, ATVing, snowmobiling, and two state parks.
The #DoTheLake campaign used digital ads, video, social media, photography, radio, billboards, targeted email marketing, year-around blogs, state-of-the-art drone video footage, and search-engine optimized web copy to draw awareness to these hidden tourism gems. Now, Lake Mille Lacs is a nationally recognized, top destination for smallmouth bass fishing, kiteboarding, and as a Minnesota ATV hotspot.
Read more about how we’ve used traditional and digital media to craft a new narrative for the Mille Lacs Area Tourism Council and the Lake Mille Lacs Scenic Byway.
Mille Lacs Area Tourism Council & Lake Mille Lacs Scenic Byway
Website design, Digital display advertising, Search engine marketing, Social media marketing, Video production, Email marketing