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Published on : Wednesday, August 3, 2016
As part of a creative approach to marketing the state of Maine, the Maine Office of Tourism (MOT) recently partnered with global outdoor outfitter L.L.Bean, based on the synergy of the brands, to create an issue of the award-winning The Maine Thing Quarterly – an immersive, media-rich digital publication that allows readers to step into a part of Maine’s culture and lifestyle.
L.L.Bean is synonymous with the state for its authentic and passionate dedication to outdoor experiences, so it was a natural fit to collaborate on an issue of the unique and interactive online magazine. Outfitted in clothing and gear from L.L.Bean, a group of six friends, selected by the MOT for their active lifestyles and adventurous spirit, were sent off to explore the state with little-to-no preparation. Using documentary-style photography and video footage of the friends’ adventures, a stunning visual of a trueMaine experience was created. This once-in-a-lifetime experience, curated into a special issue of The Maine Thing Quarterlyentitled “Chasing the Sun,” launched last week.
The group, none of whom had ever been to Maine, was given the simple objective of “Chasing the Sun.” With no idea of what they would be doing until they woke up each day, the group of adventurers experienced everything from fly fishing on the Royal Riverto hiking up Tumbledown Mountain, really living each one-of-a-kind Maine moment.
“We wanted to capture the state’s spirit of adventure and wanderlust by aligning ourselves with a like-minded brand, and through their distribution channels, reach a new audience. This piece showcases Maine as a true adventure destination with a rich sporting heritage and long history of guiding and outfitting our visitors,” said MOT Director Carolann Ouellette.
This unique program was created using the established The Maine Thing Quarterly as the impetus. The goal was to awaken the travelers’ senses in natural surroundings and different experiences while realizing the intrinsic value the outdoors plays in transforming lives and document it all on camera. In the end, they learn something about each other, themselves and the power of nature. MOT was able to capture the genuine reactions of the friends experiencing the awe of Maine as first-time visitors to the state.
“We wanted to show how a group of friends can embrace a destination and be changed by it; how sharing an experience can tell a story. This project’s goal was to capture real moments in Maine to inspire folks to come here and do the same thing,” added Ouellette.