Visit Aroostook promotes tourism across one of Maine’s largest and most diverse regions. As interest in the region continued to grow, the Northern Maine Development Commission (NMDC) saw an opportunity to strengthen how visitors discover, plan, and navigate experiences across both digital and print channels.
The goal was to unify regional storytelling while providing practical tools that could support visitors, partners, and distribution networks alike.
Tourism is a major economic driver in Aroostook County. In 2024, visitors generated nearly $250 million in regional economic impact, supporting more than 2,100 jobs and contributing over $76 million in wages across the county. With most travelers planning trips within short timeframes and relying heavily on online search and destination websites, Visit Aroostook functions as a critical piece of regional decision-making infrastructure, helping convert awareness into confident trip planning and supporting long-term regional vitality.
We partnered with NMDC to strengthen Visit Aroostook’s communications ecosystem across print and digital channels. The work focused on unifying regional storytelling while improving usability and discovery for visitors.
The website was rebuilt to better support mobile use and search visibility, while the annual travel guidebook and regional map were redesigned to emphasize clarity and practical trip planning. Custom iconography and ongoing SEO support helped create a cohesive system that could grow and adapt year over year, supported by close collaboration with NMDC staff.
The website serves as a central planning hub, connecting digital discovery with physical guidebooks and maps distributed throughout the region. Print materials reinforce the same visual and storytelling system, strengthening recognition and usability across touchpoints.
The integrated communications system supported stronger engagement across digital and physical channels. Guidebook requests increased significantly, online requests more than doubled, and distribution centers reported increased visitor interest. The guidebook was recognized by the Maine Tourism Association as “the most beautiful and clearest travel guide in our center,” and the partnership continues to support year-over-year refinement.
