Screen shot/Maine Outdoor brands
Outdoor staycations as promoted on the Adventure Local Maine website, recently launched by the Maine Outdoor Brands Alliance.
May 25, 2020
'Adventure in Maine' campaign seeks to boost $3B outdoor recreation industry
Photo/Brian Threlkeld
Maine Outdoor Brands aims to give a boost to Maine's outdoor recreation industry with its "Adventure in Maine" campaign.
How about an outdoor staycation in Vacationland this summer? That's the message of a new campaign that promotes camping and other local outdoor recreation for Mainers unveiled by Maine Outdoor Brands, a Portland-based nonprofit alliance of close to 60 product, service and retail brands, from L.L.Bean to Sea Bags.
The "Adventure in Maine" campaign is being conducted through a website of the same name.
“The importance of the outdoors is even clearer now as Mainers seek more time outside to improve their physical, emotional and mental health,” said Jenny Kordick, executive director of Maine Outdoor Brands since June 2019, in a news release.
“Through the Adventure Local Maine campaign, we hope Mainers will get excited to discover or rediscover the amazing outdoor opportunities we have in our state, all while supporting our local outdoor recreation businesses.”
Outdoor recreation is a $3 billion industry in Maine, according to the U.S. Bureau of Economic Analysis, making up 4.8 % of the state’s economy — double the national average and the third highest percentage of any state.
Maine’s outdoor brands include gear manufacturers, guides and outfitters and outdoor retail stores, all of whom have experienced a disruption to their business during the pandemic.
A spokesperson working with the group told Mainebiz that said the campaign currently just consists of the website, and that organizers are hoping people will use the hashtag #adventurelocalmaine to spread awareness and encourage Mainers to adventure close to home this summer.
She added that the campaign will run indefinitely and be updated regularly, and that additional outdoor recreation businesses are welcome to get in touch about joining the effort.
A representative from one the alliance members said that if all goes well, the campaign website will likely live on beyond the campaign as a perennial resource and marketing channel for Maine Outdoor Alliance members. He also said that there are some plans to do some paid social media, and that the budget will be based on the early reponse to the campaign.
In June, Adventure Local Maine plans to give away outdoor gear and experience packages from participating outdoor brands.
Adventure Local Maine is supported by Portland law firm Bernstein Shur, Yarmouth-based advertising agency Blaze Partners and Maine’s Office of Outdoor Recreation.
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