This document identifies what the ads are trying to accomplish and who the ads are trying to reach. Our advertising strategy is based upon extensive annual research that identifies our target market including demographics and visitor interests.
2006 Advertising Strategy Book (2.3 MB pdf)
The media plan is a schedule of all the advertising the Office of Tourism intends to purchase throughout the year. As you look at this plan, you will note that the media is listed in the left column. To the right is a color-coded calendar that indicates what dates our ads are scheduled to run. At the bottom of the page is a legend that identifies what the colors represent.
2006 Media Plan (48 KB xls)
Most of the advertising purchased by the Office of Tourism appears out of state. As a result, many industry members rarely get to see the ads we are using to promote Maine. Below are some ad samples.